As an exchange activity, marketing has universal applicability to the business sector and to non-profit organizations. Marketing can be used to satisfy needs and wants for more than just physical goods. In the last ten years, marketing applications for services, organizations, persons, places, and ideas have increased dramatically.
In this course, students examine and apply the "4 P's" - product, place, pricing, and promotion - of marketing. The primary purpose of the course is provide students with a firm foundation in fundamental marketing concepts, frameworks, and analytical approaches. While the course will be comprehensive, the super ordinate goals will be to emphasize issues pertinent to the Washington, DC area, with specific attention to marketing to the government and to services marketing. All concepts will be accompanied by case studies in which companies, organizations, and the government have, or could have, applied marketing to solve their problems.
True to the Georgetown spirit, an emphasis will be placed on social and ethical issues, because marketing should be not only responsive to but also responsible for market needs. Marketing's impact on society and the social criticisms of marketing will be discussed. International issues will be an integral part of every section, while some issues such as import/export will be discussed during a separate session.
Prior to the first class, participants will receive a syllabus listing the required textbooks and delineating the required readings and case studies.
Upon completion of this course, successful students will be able to:
- Describe a marketing mindset and approach that is grounded in an understanding of the customer and its application to a product or service area
- Describe customer identity, segments, values, and behavior
- Define and analyze elements of the marketing mix
- Conduct segmentation and SWOT analyses