WHY STUDY MARKETING

1
WHY STUDY MARKETING?

• Dr. Mohamed Nassar

2
What is Marketing?

• Marketing is a social and managerial function
  that attempts to create, expand and maintain
  customers. It attempts to deliver demand
  satisfying output through profitable exchanges.
  Marketing concepts are applied to tangible
  products, services and ideas, consumer and
  business markets, and domestic and global
  markets. It focuses on identifying customer needs
  and wants, developing products and services to
  meet those demands, establishing effective
  communication strategies to promote products and
  services, and monitoring transactions and
  consumer behavior to guide future activities.

3
Why Customers So Important?

• They are the purpose of all business operations
  and procedures
• They are the sources of revenues

4
Job Outlook?

• Employment in the field of Marketing is expected
  to grow faster than the average for all
  occupations through 2012 (www.marketinghire.com),
  spurred by intense domestic and global
  competition in products and services offered to
  consumers. More than half (57 percent) of Fortune
  500 companies surveyed plan on hiring additional
  marketing staff this year, with Internet
  Marketing being the hottest area of job growth.
  The number of positions in Marketing and sales
  work supervision is also increasing dramatically
  within different industries.

5
Studying Marketing in GULF University

• The Marketing program at GUST University is
  structured to provide in-depth knowledge of
  enduring principles and concepts. Students
  completing a major in marketing will be able to
  critically evaluate the global marketing
  environment, identify opportunities and problems
  and be able to understand and apply marketing
  planning and strategies. These are brought to
  life by real-world marketing examples and actual
  business experiences.
• The learning environment for marketing curriculum
  includes classroom lectures, open discussions,
  marketing research projects and case studies.

6
Career Opportunities

• Career opportunities in Marketing are both
  extensive and diverse, they include
•  
• Marketing Researcher
• Brand or Product Manager
• Retailer
• Advertising Manager
• Public Relations
• Telemarketer
• Marketing Consultant
• Sales Manager
• Sales Promotion Managers
• E-marketing (Web Marketer)
• Database Marketing
• Distribution Manager
• Service Marketer
• Other career opportunities include Sports
  Marketing, Non-Profit Marketing, Small and Medium
  businesses Marketing, Packaging Specialists, and
  Trade Show Specialists.

7
Marketing Courses

• 0 Marketing Theory and Management
• 1 Electronic Commerce
• 2 Services Marketing
• 3 Consumer Behavior
• 4 Marketing Communications and Promotion
• 5 Sales Management
• 6 International Marketing
• 7 Marketing Research
• 8 Quantitative Marketing
• 9 Special Topics in Marketing

8
Marketing Courses Cont.

• MKT 300 Basic Marketing
• This course is an examination of the character
  and importance of the marketing process, its
  essential functions, and the institutions
  performing them. Attention is focused on the
  major policies (such as distribution, product,
  price, and promotion), which underlie the
  multifarious activities of marketing institutions
  and the managerial, economic, and societal
  implications of such policies.

9
Marketing Courses Cont.

• MKT 410 Internet Marketing
• This course will offer an opportunity to explore
  the impact of the Internet and information
  technology on the practice of marketing. The
  Internet and information technologies have
  revolutionized the way companies create and
  maintain exchange relationships between
  themselves and their customers. Companies, both
  big and small, are in the process of using the
  Internet to maximize the scope, effectiveness and
  efficiency of their existing marketing programs.
  This course is designed to impart an
  understanding of the range of issues involved in
  planning and implementing effective marketing and
  information communication strategies for
  commercial or non-profit organizations.

10
Marketing Courses Cont.

• MKT 320 Services Marketing
• This course teaches students how to lead and
  manage successful service organizations by
  delivering quality services to the marketplace
  within a dynamic environment. The core of the
  course is structured around understanding and
  developing strategies to address four key content
  areas adapted from the service quality gap model.
  It is also based on understanding consumers'
  expectations and perceptions of services. This
  course will examine how consumers' expectations
  are formed, how they change, and what firms can
  do to influence expectations. Other topics will
  include customer perceptions of service quality
  and how the interactions between customers and
  firms affect perceived value and quality.

11
Marketing Courses Cont.

• MKT 330 Consumer Behavior
• A study of such consumer functions as decision
  making, attitude formation and change, cognition,
  perception, and learning. The marketing concepts
  of product positioning, segmentation, brand
  loyalty, shopping preference and diffusion of
  innovations are considered in context with the
  environmental, ethical, multicultural and social
  influences on increasingly diverse global
  consumers.

12
Marketing Courses Cont.

• MKT 340 Management of Promotion
• This course is a study of the design,
  organization, and implementation of the marketing
  communications mix. Various methods such as
  advertising, personal selling, and publicity, are
  analyzed as alternatives for use alone, or in
  combination, to Stimulate demand, reseller
  support, and buyer preference. Particular topics
  considered include media selection, sales
  promotional, packaging and selling strategy, and
  their relationships in the promotion process.

13
Marketing Courses Cont.

• MKT460 International Marketing
• Marketing management problems, techniques and
  strategies needed to apply the marketing concept
  to the world marketplace. Understanding a
  country's cultural and environmental impact on
  the marketing plan is emphasized, as well as
  competing in markets of various cultures.
  Worldwide consumerism, economic and social
  development, the spread of multinational
  corporations, business ethics, and current
  economic and marketing issues are examined.

14
Marketing Courses Cont.

• MKT 370 Marketing Research
• This course is an investigation of the
  acquisition, presentation, and apply action of
  marketing information for management. Particular
  problems considered are defining information
  requirements, evaluating research findings, and
  utilizing information. Statistical methods,
  models, and/or cases are employed to illustrate
  approaches to marketing intelligence problems,
  such as sales forecasts, market delineation,
  buyer motives, store location, and performance of
  marketing functions.

15
Marketing Courses Cont.

• MKT 480 Quantitative Marketing Methods
• Applications of stochastic, deterministic, and
  simulation techniques to decision areas, such as
  market potential, product diversification,
  physical distribution alternatives, retail
  location, media selection, and market exposure.
  Quantitative and computerized methods are used
  heavily to enhance decision making in marketing,
  especially the selection, allocation, budgeting,
  and forecasting of marketing resources.

16
Marketing Courses Cont.

• MKT 450 Sales Management (BA 3750)
• The aim of this course is to provide an
  understanding of how selling is critical to the
  success of marketing. The course will promote
  critical thinking skills as well as practical
  selling skills needed in a competitive
  marketplace. Course topics include, among others,
  selling principles and techniques, understanding
  of the tasks and roles of the sales manager, the
  management of sales professionals within an
  organization, developing and applying effective
  persuasive communications, creating a vision,
  developing and implementing a sales-team
  strategy, structuring sales-force, designing and
  assigning territories, recruiting, training,
  motivation and evaluating salespeople, methods of
  compensation, and forecasting sales. The emphasis
  will be on ways the sales-force can be molded to
  build long-lasting relationships with customers
  through the systematic analysis and solution of
  customers' problems.

17
Marketing Courses Cont.

• MKT 491 Business to Business Marketing
• This course is a study of the nature of the
  business-to-business (organizational) marketplace
  concentrating on those aspects that differentiate
  it from consumer markets. The major focus of the
  course is marketing strategy, starting with an
  analysis of market wants and segments, concepts
  of pricing, distribution arrangements, and
  buyer/seller relations. In this last area,
  consideration will be given to service, personal
  selling, sales promotion, and advertising, as
  found in the organizational marketplace. At all
  times, emphasis is given to relating business
  to-business marketing strategy to basic concepts
  in underlying business disciplines. Lectures and
  case discussions are used heavily in the course.