Marketing is the only revenue-focused and customer-facing function of business. Without marketing to generate revenue, a business would not last long! Marketing’s fundamental concepts permeate virtually all areas of business and, on a personal level, can help students navigate their careers. As the core marketing course in the business school, this course aims to train students in the “language of marketing” and to help them understand its philosophies, decision-areas, tactics, and strategies. To facilitate this goal, we will frequently put on the hat of a chief marketing officer or marketing manager and unpack ideas in the context of complex organizations striving to compete in a dynamic global environment. As we go, we will consider how marketers can help organizations succeed (or fail miserably), reflect on marketing’s role in society, and explore the implications of marketing for your future career. Ultimately, we will produce viable marketing plans that could actually help real businesses in the countries visited by Semester at Sea.
Field WorkCountry: Poland
Date: September 15, 2019
This field class will engage students in the process of using market research and strategy to create value for a global organization in a local context. Students will engage Semester at Sea, a global organization, to learn more about the organization’s growth goals, customer needs, potential market segments, current products/services, revenue streams, and key partners. Throughout the course, students will work in groups to generate new ideas for communicating to potential participants the value of the Semester at Sea experience including its field programs. During our visit and conversations, students will learn more about the organization, how marketing can be a force for positive impact, and consider ideas for feedback.
Understand how an international program is experienced compared with its promotion.
Identify viable marketing mix models and growth opportunities for an organization’s current product line.
Develop a marketing perspective on the specific “user experience” needs of customers.