Overview of Course

This course is designed to familiarize the students with the key marketing concepts and the role of marketing in business and society. Students will review the ethical and macro-environment components in marketing decision making. We will be reviewing marketing trends affecting small and large business, international business and e-commerce to critically evaluate new knowledge in marketing and apply it to specific situations through current literature and relevant marketing cases. This course aims to train students in the “language of marketing” and to help them understand its philosophies, decision-areas, tactics, and strategies. To facilitate this goal, we will frequently put on the hat of a chief marketing officer or marketing manager and unpack ideas in the context of complex organizations striving to compete in a dynamic global environment. Students will produce viable marketing plans that could actually help real businesses in the countries visited by Semester at Sea. Students will be required to develop an effective and integrated marketing team-based plan based on target marketing, marketing research, product, price, place and promotion objectives. The students will be required to introduce this plan in one of the countries that we will visit at Semester at Sea.