This course examines the distribution, product, price, and promotion policies that underlie the activities of marketing institutions and the managerial, economic, and societal implications of such policies. While the class covers macro-marketing, the primary focus of the course is from the perspective of the firm (micro-marketing). The substantial and growing influence of international and global marketing will also be discussed.
Field ClassCountry: China
Date: February 5, 2020
This class will have the opportunity to learn about the tourism promotional techniques Disney used to adapt to the local culture and the challenges that may arise. We will also learn about the significant role of experience into their promotion of the park itself. After meeting with a promotional expert, we will engage in the theme park experience and apply what we just learned to our own observations. We will visit Shanghai Disneyland on Wednesday, February 5, 2020.
1. Identify the tourism promotional techniques Shanghai Disneyland incorporates into their business
2. Observe the other tourists and draw conclusions on who is visiting Disney’s Shanghai theme park
3. Participate with the theme park experience to understand the ways that Disney adapts this operation to the local culture, versus importing centralized practices
4. Learn about the significant role of experience within Disney’s promotional approach
5. Understand the global operational challenges for marketing across the different Disney tourism experiences abroad