This course provides an overview of all the marketing activities involved in providing consumers with goods and services. More specifically, we will study individual and industrial buyers, product and service development, pricing, promotion, advertising, selling, and distribution. This course: (1) provides students with an understanding of marketing concepts; (2) applies learned marketing concepts to real world and global situations; and (3) examines the modification of marketing strategy within a changing global environment.
Field WorkCountry: Myanmar (Burma)
Date: November 8, 2018
The class will begin the day speaking with representatives from Mango Marketing Group, the top marketing agency in Myanmar. During this visit we will learn about the day to day activities of a major marketing/advertising agency. We will hear from representatives from the account management team, the account planning team, the media group and the digital and social media marketing team. The class will hear about Mango’s approach to managing client brands and how they finding customer insights that drives brand messaging. During the second half of our day, we will meet with the Head of Marketing for KFC Myanmar. Students will have an opportunity to learn about KFC’s parent company – Yum Brands, the history of KFC, the launch of KFC Myanmar and the strategies and techniques used by the company to ensure the company consistently delivers on their brand promise in all of their outlets around the world. We will end our day by visiting a grocery retailer where we will see the merchandising of local and imported brands in Myanmar. Learning Objectives:
- Gain a deeper understanding of the behind the scenes processes that take place to develop brand messages.
- Learn how a global company defines, creates, and executes their marketing strategy.
- Examine the impact of merchandising on product sales.