LFU:online

•  Define and explain the marketing concept and related terminology

•  Explain the importance of target markets and understand segmentation and positioning.

•  Understand and be able to apply the elements of the marketing mix.        

•  Explain the importance of and the basic methodologies of marketing research.

•  Know the differences between domestic and international marketing environments and understand how strategies need to be adjusted.

•  Identify and appropriately respond to ethical issues faced by marketing managers.

This course examines the ways organizations satisfy consumer and organizational needs and wants for products and services. Emphasis will be placed on how the elements of the marketing mix are used to provide customer satisfaction in the marketing of goods and services, both domestically and internationally. Specifically, upon completion of this course, the student should be able to define and explain the marketing concept and related terminology, explain the importance of target markets, understand segmentation and positioning and explain the basic methodologies of marketing research, identify and appropriately respond to ethical issues faced by marketing managers, and recognize the differences between domestic and international marketing environments. The Innsbruck location creates unique opportunities for students to experience the European culture first-hand. Substantive cultural immersion offered by the Innsbruck program is necessary to understand how marketing strategies developed in the United States need to be adjusted to the European setting in order to be effective. The class lectures will be attended by Austrian and American students creating an opportunity for meaningful interactions in and outside of the classroom. The lectures will be supplemented by field trips to selected area businesses. Managers from these businesses will also offer guest lectures on selected marketing topics. In addition, an extended weekend format with no classes held on Fridays will present students with multiple opportunities to explore rich European culture.