WHY BOSTON UNIVERSITY?

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2 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

3 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.

4 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

5 Receive practical instruction for today. Build relevant skills for tomorrow. 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.

6 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)

7 SOCIAL NETWORKSRULE Your brand is what Google says it is, not what you say your brand is. - Chris Anderson, Wired Magazine editor 7 2

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9 UNITED BREAKS GUITARS web TO NOT PAY ATTENTION TO SNW IS LIKE SWIMMING WITH SHARKS NO COMPANY IS SAFE FROM EVEN A SINGLE UNHAPPY CONSUMER $150 over 100 million people learned Dave s story Estimated video cost United Airlines over $180 million. 9

10 A: The Organic Interconsumer Influence Model Traditional Old 4Ps Marketing Model Consumer Marketing message and meanings Consumer Marketing Mix Elements Marketer

11 Networks Control the Message Customer Initiated Model Consumer Networks Consumer Unsolicited +/- posts Review Social Net Sites s Blogs Internet buzz Online Reviews Value added information exchange viewed by and forwarded Consumer Networks Consumer Networks Consumer Networks Passive/Active Monitoring Reputation management Direct and indirect influence New Role of Marketer in Consumer Driven Environment 11 OUR RESEARCH INDICATES LITTLE OF THIS HAPPENING

12 FIRST PORTS THEN RAIL CITIES WANTED TO BE NEXT TO THE ACTION CONNECTION- MEANT PROSPERITY 12 8

13 Ref: vincos.it

14 Japanese Yankee fan LOCAL Networks Erode Distance Changes the Meaning of Time (24/7) Reduces Significance of Distance 14 18

15 Price Old Marketing 4 Ps Mix 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. Internet EnabledMix 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 Product 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 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 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 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 7 th J.K. Rowling's Harry Potter book Amazon's most pre-ordered product 1.6 million copies globally

16 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 Interruption Outbound Marketing Telemarketing Trade shows Direct mail blasts Print ads TV/radio ads PERMISSION BASED NOT INTERRUPTION BASED INBOUND MARKETING SEO BLOGGING SOCIAL MEDIA DATA MINING TWITTER RELATIONSHIPS DRAWING ATTENTION 17

18 UNITED BREAKS GUITARS web TO NOT PAY ATTENTION TO SNW IS LIKE SWIMMING WITH SHARKS NO COMPANY IS SAFE FROM EVEN A SINGLE UNHAPPY CONSUMER $150 over 100 million people learned Dave s story Estimated video cost United Airlines over $180 million. 18

19 The problem- not really so much how to get new, innovative thoughts into your mind, BUT how to get old ones out 19

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