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.
*Note: This class is delivered when lunch is served.
Field WorkCountry: Malaysia
Date: February 19, 2020
This class will have the opportunity to learn about the tourism promotional techniques a Malaysian theme park uses to attract citizens and tourists. We will also learn about the significant role of licensing Nickelodeon characters 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 Sunway Lagoon on Wednesday, February 19, 2020.
1. Identify the tourism promotional techniques Sunway Lagoon incorporates into their business
2. Observe the other tourists and draw conclusions on who is visiting Malaysia’s largest theme park
3. Participate with the theme park experience to understand the ways that Sunway Lagoon adapts Nickelodeon characters to the local culture, versus importing characters as they are
4. Compare and contrast the six different theme parks within Sunway Lagoon. Which consumer segment(s) are targeted by each theme park?