Market Insight Studio, Spring 2009
"Marketing," like many business terms, has followed a trajectory from revolutionary concept... to prestigious discipline... and finally to a ubiquitous set of formulaic practices. This course seeks to re-visit, and re-imagine, marketing as a discipline rooted in and devoted to meeting the needs of people.
The purpose of the course is to introduce and apply a systematic framework for understanding and developing marketing strategy, with a particular focus on the process of uncovering and acting on people's needs.
Course topics include: basic marketing theory, target markets and segmentation, marketing systems, consumer attitudes, consumer research techniques and objectives, branding/positioning, marketing channels, the marketing environment, the marketing mix, social marketing, cause marketing and green marketing. Learners will also explore the implications of emerging marketing practice for sustainability.
Books:
• Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences, Steve Diller, Nathan Shedroff, and Darrel Rhea
• Marketing Management, twelfth edition, by Philip Kotler and Kevin Keller
• Social Marketing: Improving the Quality of Life, second edition, by Philip Kotler, Ned Roberto, and Nancy Lee
• Sustainable Marketing: Managerial-Ecological Issues, Donald A. Fuller
• Design Research; Methods and Perspectives, edited by Brenda Laurel
• Marketing Plans: How to Prepare Them, How to Use Them, fifth edition, by Malcolm McDonald, Malcolm
"Marketing," like many business terms, has followed a trajectory from revolutionary concept... to prestigious discipline... and finally to a ubiquitous set of formulaic practices. This course seeks to re-visit, and re-imagine, marketing as a discipline rooted in and devoted to meeting the needs of people.
The purpose of the course is to introduce and apply a systematic framework for understanding and developing marketing strategy, with a particular focus on the process of uncovering and acting on people's needs.
Course topics include: basic marketing theory, target markets and segmentation, marketing systems, consumer attitudes, consumer research techniques and objectives, branding/positioning, marketing channels, the marketing environment, the marketing mix, social marketing, cause marketing and green marketing. Learners will also explore the implications of emerging marketing practice for sustainability.
Books:
• Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences, Steve Diller, Nathan Shedroff, and Darrel Rhea
• Marketing Management, twelfth edition, by Philip Kotler and Kevin Keller
• Social Marketing: Improving the Quality of Life, second edition, by Philip Kotler, Ned Roberto, and Nancy Lee
• Sustainable Marketing: Managerial-Ecological Issues, Donald A. Fuller
• Design Research; Methods and Perspectives, edited by Brenda Laurel
• Marketing Plans: How to Prepare Them, How to Use Them, fifth edition, by Malcolm McDonald, Malcolm