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 20, 2019
This field class will engage students in the process of using market research and strategy to create economic value for a local organization. Prior to the trip, the professor will engage a local organization to learn more (and record video/audio information) 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. During our visit and conversations, students will learn more about the organization, how marketing can be a force for positive impact, and present their ideas for feedback.
1. Appreciate how marketing operates in a different country using the local partner as a specific context.
2. Identify viable marketing models and growth opportunities for a public good organization.
3. Develop a marketing perspective on the specific “user experience” needs of customers.