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: India
Date: February 28, 2019
We will create a collaborative learning experience with Amrita School of Business. Our specific topic will focus on creating active dialogue around two interconnected topics. (A) The first is Market-Based Solutions for the City, including discussions around “Smart Cities,” that explore topics such as: data touchpoints for consumers/civilians, pathways for leveraging civilian data for revenue generation, strategies for building trust, ideas for sharing/leading community assets, market research, the use of social marketing (using marketing insights to influence social and sustainable behavior), and marketing of city services (e.g., transportation, parking, energy management, lighting, and environmental services). (B) The second topic is Market-Based Solutions for the Village, including discussions of Amrita Live-in-Labs programs with villages in rural India, including potential discussions around Village Marketing, that explore topics such as: entrepreneurial marketing, scaling small ventures, using human centered design and design thinking practices for creating market-based solutions, and others. Semester at Sea students will also share ideas for marketing and branding Live in Labs with students at western universities.
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.