Marketing 11 introduces students to the entire process of imagining a product and bringing it through the production and distribution cycle to the end user, the consumer. Although marketing is mostly associated with advertising, much of its study involves the strategic relationship between all elements of production and the consumer segment for which the product is targeted. Research of consumer tastes and attitudes as well as cultural trends in general will inform everything from the shape, size and colour of a product, even how it will be sold and then branded, and eventually advertised. To this end, students will have the opportunity to conduct market research and prepare an extensive marketing plan, as well as study a number of successful and less successful historical campaigns to get ?a feel? for the marketing process and its intricacies.
The course will begin with the study of the consumer and their cultural habitat, which helps marketers understand the psychology of buyers. Once familiar with the consumer, we will look at the product and how it is developed in response to fickle market realities. Finally, the role promotion plays in communicating the product?s benefits will be explored in depth. Overall, students will have worked with the complete analytical framework used by professional marketers, getting a comprehensive look at the most prolific field of modern business.
General Outline of Topics Covered:
- Consumer behaviour and buying motivations, buying habits and purchasing patterns
- Market segmentation and demographics, including how consumer profiles determine product preferences
- Market research and the attempt to measure consumer choice
- Branding, slogans and logos; naming a product and creating product loyalty
- Packaging and labeling, uses of effective language and design
- Pricing, price perception, and the question of value
- Product distribution, including costs and best channels for delivery
- How to best sell the product, the silent salesperson and the training of product representatives
- The product message, public relations and publicity
- Advertising, media channels, optimizing exposure and evaluation of campaigns
- Controversies and ethics; historical theories and strategies.