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