For most people, marketing = advertising + sales. However, the reality in our complex global world is far more interesting! Marketing helps answers big questions like … What truly creates value in the market? How and why do people buy and consume things every day? How can we innovate new ideas/products and communicate in a compelling and authentic way?
Students will gain a more sophisticated understanding of life in the marketplace and the logic of creating value in business + society. The course opens student’s eyes to the way we consume every day and provides skills to create value in one’s career. The goal is learning the “language of marketing” and its philosophies and strategies. As we go, the course will (a) explore how marketers can help organizations succeed (or fail miserably!), (b) reflect on marketing’s role in society, and (c) map out marketing’s implications for future careers, no matter what vocation you find yourself in.
Field WorkCountry: Ghana
Date: April 3, 2019
This field class will engage students in the process of using market research and strategy to collaborate with a local organization, Global Mamas, to promote social and economic value. Global mamas is a non-profit, fair trade organization in Ghana. The organization assists women in Africa to become economically independent through the production and distribution of their handcrafted products. Global Mamas creates over 180 products that are exported to North America, Europe, Asia, and Australia. Prior to the trip, we will engage in discussions to learn more about the organization’s growth goals, customer needs, potential market segments, current products/services, revenue streams, and key partners. This class will visit a production site, visit with the mamas, discuss opportunities for enhancing the marketing of Global Mamas products, and visit the Accra retail outlet. This inspiring field class allows students to experience fair trade and an NGO in action.
1. Appreciate how marketing operates in different countries using the local partner as a specific context.
2. Identify viable business models and growth opportunities using various business canvas frameworks.
3. Develop a coherent marketing strategy that addresses the specific needs of a chosen target market.