This course provides an overview of all the marketing activities involved in providing business customers and consumers with goods and services. More specifically, this course: (1) provides students with an understanding of marketing concepts; (2) applies learned marketing concepts to real world situations; and (3) examines the modification of marketing strategy within a global context.
- Understand and comfortably use basic marketing terminology.
- Understand and describe the key elements of the market environment: customers, competitors, company, and the external environment (economic, technological, political/legal, and cultural/social).
- Understand how marketing managers segment markets, choose target markets, and choose a desired positioning.
- Describe the elements of the marketing mix (Product, Place, Promotion and Price).
- Drawing on an analysis of the market environment, develop a coherent marketing strategy that addresses the specific needs of a chosen target market.
- Understand how marketing strategies are executed in different countries.
- Understand ethical and technological issues in marketing.
Field WorkCountry: Italy
Day: 1 - Civitavecchia - Monday, 26 September
This field class has two closely related components. The first component examines the marketing strategies, tactics and tools employed by a top global hotel company to design, create and consistently deliver a superior customer experience to their external customers (guests). The second component of the field class shows what happens behind the scenes to be able to get this done. Examining the strategies and tactics utilized by another top hotel company to market to their internal customers (employees) shows the careful integration of marketing, HR, and operations needed to be a world class service organization. Academic objectives:
- Understand the complexity involved in creating a service experience that is consistently delivered in multiple outlets, countries and over time.
- Learn how service firms respond to and prepare for service failures.
- Recognize the importance of key Human Resource functions (recruitment, selection, training, retention, motivation, teamwork) needed to prepare frontline employees to deliver exceptional customer service.
- Be able to apply these concepts to other service industries.