Focuses on the critical role and importance of information in marketing. Covers the fundamental concepts of marketing research in traditional and digital environments and examines how these can be used to assist companies in their decision-making.
Pre-requisite: Introduction to Marketing or equivalent
This course further develops the main principles of marketing by exploring the strategic implications of marketing in different countries and cultures and identifying specific marketing techniques and the modifications necessary to accommodate cultural differences. Topics include global marketing, marketing planning, segmentation, culture and business customs, political and legal factors and restraints, economic and technological development, and the international monetary system.
International marketing is more than a simple application of marketing principles to more than one country. In a world that becomes increasingly globalised, marketing strategies become absolutely essential. Both global and international marketing are attached to each other. On one hand, international marketing involves the firm in making one or more marketing mix decisions across national boundaries. On the other hand, global marketing involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe. Cross-cultural differences have an important role in both internal and external ways.
This course provides the knowledge of the fundamental concepts of international marketing from a European perspective. It is organised so that each class is either a lecture or a case discussion. In this course you will learn to look at international marketing problems through the lens of an analytical framework.
Italian destination cities immediately conjure up images of the art, food, fashion, wine, and culture in which their fame lies: fashion shows and La Scala in Milan, Renaissance art in Florence, Brunello wine in Montalcino, the Biennale and Carnevale in Venice. This course will explore how creative advertising strategies have been produced and implemented, their effect on city identity, the proliferation of creative areas in destination cities, and the future of creativity and creative marketing. Case studies of both well-established metropolises and developing destinations will be examined.
Pre-requisite: Introduction to Marketing.
20th and 21st century development has witnessed the evolution and revolution in business communication. The birth of the web was the inspiration that led to a different form of interaction and engagement between companies and customers, such as a growing customer participation in the creation and development of the business image. This course features web marketing that is based on practices and principles applicable to all sectors and is also suitable for the small and medium-sized enterprises who were previously cut off from traditional mass media promotion for budget reasons. The web will be considered beyond the concept of sites and focus substantially on the social networks. The social aspect of marketing communication online is a striking feature of the web today, where engagement and conversations occur not only between customers but also between companies and customers to stimulate the most powerful communication tool: word of mouth.
The primary purpose of this course is to provide marketers with an in-depth understanding of product development practices including innovation, product strategy and processes, customer needs, identification, idea generation, concept development and optimization, forecasting, and launch. The course will analyze the marketing development strategies of new entrepreneurial companies with low budgets and little or no brand development. An important component of the coursework features hands-on approaches to real-life business problems that require application of topics learned in the classroom. Students will be introduced to highly creative and effective experiential forms of learning ranging from case studies to business plans, entrepreneurs in the classroom, conducting entrepreneurial audits, working with concepts of marketing inventions, and consulting projects. Furthermore, students will be part of a dedicated lab team of cross-disciplinary learners led by faculty and advisers, and will collaborate with executives and representatives from real companies on comprehensive business issues. Coursework includes site visits to local companies and special guest lectures from local prominent entrepreneurs.
This module is rich in theory from consumer studies, psychology and sociology explaining why consumers behave the way they do and how marketers can use this information. Both customer and organisational decision-making processes are explored.
This module gives an overview of the marketing function and some insight into its practice and associated ethical issues. Examining the range of uses of marketing in different types of organisations, students become familiar with investigating the overall socio-economic and business contexts in which marketers operate. The module introduces themes that will be developed in subsequent modules, such as consumer and organisational buyer behaviour and some of the ‘tools’ available to marketers.
Creating and managing successful brands is a source of competitive advantage to modern organizations. This module provides students with the fundamental understanding of brands, brand positioning and brand portfolio management. It engages students by practical demonstration of the effective use of marketing and branding tools. At the heart of an effective brand strategy, is its seamless integration with the marketing mix. A successful brand plan does not only address how the brand will be communicated but also how it will be protected.
Site visits: Students will visit the Museum of Brands and the Peckham Market. Note: these visits are subject to change.
