Course Number
16:137:507
Credits
3
Instructor's Profile
Semesters(s) Offered
Spring
Summer
Fall
Description
Develop and implement actionable marketing strategies. Build a more connected brand in a real-time marketing world where constant change is the norm. Examine decision-making processes in management of the marketing mix. Practice target market selection, use of marketing research (traditional and social), and brand-building strategies, centered around the 4 P’s (Product, Promotion, Pricing, and Placement). Elevate your analytical, collaborative, and presentation skills in a business context through a team project focused on enhancing the customer experience (CX) through the development of an Experiential Brand Marketing Plan.
Course Objectives
- Gain a solid foundation in strategic marketing concepts in a dynamic social media context.
- Communicate effectively in both written and oral form with different types of audiences as well as with fellow team members.
- Think critically with respect to a full range of marketing situations from traditional (outbound) marketing concepts to the integration of newer (inbound) concepts including social media technologies, e.g., Twitter, Facebook, Instagram, YouTube, Metaverse, and the use of AI in marketing.
- Analyze and explain the interaction of marketing mix variables with environmental variables and the resulting outcomes.
- Assess the impact of marketing on society, both domestic and global.
- Analyze the interface between marketing and other business functions within the enterprise.
- Create an effective, integrated marketing communications plan, blending offline and online tools to maximize customer value. Basically, how to orchestrate all of the key consumer touch points where customers meet science and technology brands.