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COURSEWORK - Sectors Focus
Module Description
Sectors of Focus – We have selected five sectors from which we will be taking
case studies for the students to conduct market research, in which they will
focus their creative work contained in the electronic portfolio. Professional
visits will be organized from two of the five sectors. Those sectors are:
1. Sports: Preparing future sports marketers;
sports meets marketing and understanding the
environment; segmenting audiences for sports;
planning, creating and telling the brand story;
leveraging sports brands through sponsorship-linked marketing.
2. International Marketing: How culture and
language are evolving in the environment of new
communication technologies, innovations in carbon
fuel reductions including alternative energy and their
marketing needs, international marketing channels
and developing productsand services for consumers and for business, the country
notebook – case studies on products, merchandise and services.
3. Tourism: Subsectors include attractions and themed
venues; hospitality, exotic and luxury vacation market;
ecotourism; railroad and bus transits; MICE (meetings,
incentives, conferences and exhibitions) and various forms
of business tourism related of groups of business individuals; luxury travel. A tentative
professional visit is scheduled to meet with marketers for the hotel industry.
4. Public Sector and/or Governments: City marketing
(related to city branding) in promoting a city in order to
encourage tourism, attract inward migration of residents,
or enable business relocation; patrimonial heritage; the role of the public sector in
tourism development.
5. Agriculture and Food/Wine Products: From farm
to table marketing; cultural heritage festival marketing;
preparing for a career in food marketing; food
producers need to understand the changing nature of
the marketing system which will influence sales, price and income; consumer marketing.
Goals
Students will work in teams throughout the course, four to each sector, when conducting market research,
stakeholder analysis and creative materials for the customer product competition, where each student will
suggest a response to promote a real-world product or service.
For individual projects, participants will concentrate their market research on one entity in Bulgaria from
any of the five sectors (i.e., any sports team, any sector requiring international marketing activity, tourism,
the public sector, or agriculture) to undertake a market research project regarding that entity as a "client".
Simultaneously, market research will be performed on an entity in Spain with similar characteristics to be
informed of their repertoire of marketing activities.
Product Design Competition - We have real-world projects from actual clients that require marketing material,
and the students will be able to choose one or all to submit their design and add content to their portfolio.
Assignments
1. Group Presentation of Market Research in five sectors, including case studies
2. Incorporating the eight parts of Advertising in designing print marketing material for each sector
3. Work on the marketing plan for the Bulgarian Case Study Project
4. Apply learning to individual project
Required Reading
* In-Country Google Searches from other countries
* Starbucks Marketing Plan
* In Sports Marketing, Nothing is Impossible
* Agricultural Marketing
* Public Sector in Tourism Development
* Sustainable Tourism Enterprise Development Toolkit
* Wine Marketing 101
* Government-to-Public Marketing
* Using Direct Marketing
Marketing
modules
Public/Private Partnerships