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WHY BOSTON UNIVERSITY ? FAST PACED INTERNATIONAL FOCUS BUILD ON GLOBAL BUSINESS
FRAMEWORK THAT RECOGNIZES POWER OF THE CONSUMER AND
STRESSES AN INTERACTIVE MARKETING STRATEGY INCLUDING
INCREASED INTERACTION WITH THE CONSUMER
AS A STUDENT YOU WILL LEAVE PREPARED TO:
• THINK GLOBALLY HAVING TAKEN CLASSES IN NOT ONLY
INTERNATIONAL BUSINSS BUT COURSES WITH FOREIGN
STUDENTS/INSTITUTIONS
• DEAL WITH DYNAMIC DATA, ANALYTICS IN UNDERSTANDING
THE MARKETING NEEDS OF THE FIRM/CONSUMER
• APPRECIATE THAT THE “OLD” 4Ps MARKETING IS NOT
DESIGNED TO MEET TODAYS CONSUMERS
• ENTER JOB MARKET WITH A NEW SKILLSET DESIGNED TO
PREPARE YOU FOR THE NEW EXCITING JOBS OF THE FUTURE
OF WHICH MANY DID NOT EXIST 10 OR EVEN 5 YEARS AGO
STUDENTS NEED ONLY COMPARE
THE COURSES OF THE BOSTON
UNIVERSITY INTERNATIONAL
MARKETING DEGREE WITH OTHERS
TO QUICKLY NOTE NOT ONLY THE
INTERNATIONAL OPPORTUNITY
DIFFERENCES BUT ALSO THE
PROGRAM’S FORWARD THINKING,
INNOVATIVE AND UP TO DATE
CURRICULUM.
NOT YOUR “FATHER’S” MBA CORE
Core Courses (6 courses/24 credits)
MET AD 632 Financial Concepts
MET AD 642 Project Management
MET AD 648 Introduction to Electronic Commerce, Systems, and
Web Design
MET AD 655 International Business, Economics, and Cultures
MET AD 715 Quantitative and Qualitative Decision-Making
MET AD 741 The Innovation Process: Developing New Products
and Services
CAN CAPITALIZE ON THE OPPORTUNITY TO ENROLL IN COUNTRY BASED
OR ONLINE COURSES WITH BU’s PARTNER UNIVERSITIES GLOBALLY
If schedule allows you have the opportunity to travel to BOSTON, India, or Mexico OR
TAWIN TO learn firsthand the cultural differences that exist in the international
marketing field.
IF YOUR SCHEDULE DOES NOT PERMIT YOU TO TAKE ONE OF OUR
COMPREHENSIVE IN COUNTRY COURSES YOU CAN STILL HAVE THAT
INTERNATIONAL EXPERIENCE.
JOINING STUDENTS IN COURSES OFFERED BY A FOREEIGN PARTNER
UNIVERSIT ONLINE DISCUSSION GROUPS, TEAMS AND WORK ON ASSIGNMENTS
WITH STUDENTS AROUND THE WORLD.
Receive practical instruction for today. Build relevant skills for tomorrow.
Specialization Courses (4 courses/16 credits) MET AD 737 Innovative Marketing Techniques MET AD 856 Market and Economic Research and Analysis Plus two of the following: MET AD 773 International Business Simulation (intensive Boston University classroom option) MET AD 755 Doing Business in North America MET AD 895 Doing Business in and with India (online from Boston and on-site in India) *ITESM Integral Marketing Communications (online from Mexico) *ITESM Doing Business in Mexico and Latin America (online from Mexico)
“Your brand is what Google says it is, not
what you say your brand is.”
- Chris Anderson, Wired Magazine editor
2
7
SOCIAL NETWORKSRULE
UNITED BREAKS GUITARS
web 1 3
9
•$150 – •over 100 million people learned Dave’s story • Estimated video cost United Airlines over $180 million.
TO NOT PAY ATTENTION TO SNW IS
LIKE SWIMMING WITH SHARKS
NO COMPANY IS SAFE FROM EVEN A
SINGLE UNHAPPY CONSUMER
http://www.davecarrollmusic.com/
A: The Organic Interconsumer Influence Model
Traditional “Old” 4Ps Marketing Model
Consumer Consumer Marketing message and meanings
Marketing –
Mix Elements
Marketer
Networks Control the Message
Customer Initiated Model
New Role of Marketer in Consumer Driven Environment
Consumer
Networks
Consumer
Networks
Consumer
Networks
Consumer
Networks
Review Social Net Sites
Emails
Blogs
Internet “buzz”
Online Reviews
Consumer
Passive/Active
Monitoring
Reputation management
Direct
and
indirect
influence
Unsolicited
+/- posts
Value added information exchange
viewed by and forwarded
11 OUR RESEARCH INDICATES LITTLE OF THIS HAPPENING
8
12
FIRST PORTS THEN RAIL
CITIES WANTED
TO BE NEXT TO THE “ACTION”
CONNECTION- MEANT PROSPERITY
Ref: vincos.it
Networks Erode Distance Changes the Meaning of Time (24/7) Reduces Significance of Distance
Japanese Yankee fan
18
14
LOCAL
Old Marketing 4 Ps Mix Internet EnabledMix
Price Heavy influence of firm in relation to
competitive positioning.
Price segments in order to achieve the highest
price from different consumer groups through
targeted discounting.
Significantly influenced by consumer.
Internet searches for price and information flow by
social networks, and reduce company's ability to
regulate price.
INFO SEARCH PRICING
Freeloader Research – Information
Place Marketplace focus with company sites. Some
freedom from place through mail orders and
mailing of brochures.
Internet frees companies from location—
location becomes web address.
globally available.
AMAZON HAS EVERYTHING
Promotion Standard avenues of advertising, using mixture
of TV, print, radio, etc. Idea is to "intercept"
people and get them to shift away from current
activity toward seller's promotion (read the ad,
see the billboard, interrupt the TV show).
COMPANY DRIVEN intercept and message
BrAND – IMAGE Company Controlled
Search Engine Optimization a central means of
reaching consumers. Uses data mining techniques
to focus resources toward specific high-potential
consumer groups. Digital campaigns non-intrusive
to the consumer. ENGAGE, SHARE
TELLLING NOT SELLING
CONSUMER DRIVEN
TARGET : FACEBOOK & GOOGLE
DEMOGRAPHIC – DATAMINIG
Product All products and services available but often in
predetermined supply due to inventory issues. Relies
on location for distribution.
THROUGH PROMOTION YOU FIND
PRODUCTS/SERVICES PUSHED AT YOU
Digital services and products available for immediate
download and use. Physical products available through mail
distribution. long tail ability
PRODUCTS FIND YOU -DATA MINING/ SOCIAL NETS
gps
NYTimes best seller – not
published 7th J.K. Rowling's
Harry Potter book Amazon's
most pre-ordered product 1.6
million copies globally
NEW CONSUMER ORIENTED APPROACHES TO MARKETING THAT ARE BEING PUT INTO ACTON GLOBALLY WITH CONSUMER’S POWER IN ALL ASPECTS OF MARKETING TRADITIONAL WAYS OF MARKETING OFTEN
WAYS which consumers are engaging with COMPANIES ABOUT THEIR products and services has changed SIGNIFICANTLY influencing the factors that shape buying decisions, and as a result, the methods marketers employ to reach consumers must CHANGE
17
Outbound Marketing
• Telemarketing
• Trade shows
• Direct mail
• Email blasts
• Print ads
• TV/radio ads
INBOUND MARKETING
SEO
BLOGGING
SOCIAL MEDIA
DATA MINING
TWITTER RELATIONSHIPS
DRAWING ATTENTION
PERMISSION BASED
NOT INTERRUPTION BASED
Interruption
UNITED BREAKS GUITARS
web 1 3
18
•$150 – •over 100 million people learned Dave’s story • Estimated video cost United Airlines over $180 million.
TO NOT PAY ATTENTION TO SNW IS
LIKE SWIMMING WITH SHARKS
NO COMPANY IS SAFE FROM EVEN A
SINGLE UNHAPPY CONSUMER
http://www.davecarrollmusic.com/
19
The problem- not really so much
how to get new, innovative thoughts into your mind,
BUT how to get old ones out