An intensive summer programme designed to introduce students aged 19+ to the principles of Marketing.
A one-week programme, residential in a college of the University of Oxford.Apply Now
This course will begin by setting out the scope of what business and management activities are inside and outside the scope of marketing activities.
Creating, delivering and sustaining customer value along with the formulation of the value proposition is considered by marketing experts and practitioners as being one of the most crucial modern day missions of marketing professionals along with the retention of existing customers and the successful identification of growth opportunities and new markets. In order to deliver on this mission students must start by understanding how the wider global business environment is changing and evolving.
Through case study analysis and professional research studies, students will be equipped with environmental scanning tools and techniques to identify trends and product or service market opportunities. Students will then be introduced to the emerging trends in buying behaviour of both consumers and companies, particularly in the light of shifts to online purchasing.
Moreover, students will conduct their own research into consumer markets in order to obtain a feel for the power and value of using professional research techniques (both quantitative and qualitative, primary and secondary).
Next, students will be shown the link between market structure and branding products and services to meet precise consumer needs in a fragmented and highly competitive business world. This will, in turn, be linked to the absolutely critical role of selecting the right communication channels to effectively target messages at consumers and students will work together to rigorously assess, evaluate and develop an integrated marketing communications campaign for a company’s products and services
Finally, students will be shown the latest techniques for measuring the success of marketing campaigns.
By the end of the course students will understand:
|Monday||Lecture 1: Marketing- focusing on delivering superior customer value|
|Seminar 1: Assessing the marketing environment for growth and new product opportunities- research and discussion tasks|
|Tuesday||Lecture 2: The changing nature of consumer and buyer behaviour|
|Seminar 2: Market Research- practical skills development in to emerging consumer trends|
|Wednesday||Lecture 3: Market segmentation and positioning products and services to build a successful global brand|
|Seminar 3: Product development and branding exercise- assessing strategies for market positioning of products and services and how this can feed in to brand building|
|Thursday||Lecture 4: Integrated marketing communications- selecting the optimal communication channel mix|
|Seminar 4: Selecting and evaluating marketing communication channels for an organisation-collaborative problem solving and decision making exercise|
|Friday||Lecture 5: Measuring the performance of marketing campaigns and activities|
|Seminar 5: Presentations, course review and action planning|
1 x Written Assignment (500-750 words)
1 x Group Presentation
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