Studies & Degrees in Marketing
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International University of Catalonia
Marketing is concerned mainly with activities and strategies that deal with the flow and transfer of goods from the manufacturer to the end user. Originally, marketing techniques followed the flow of goods only from production up to the point of sale. Nowadays, the scope of Marketing is much more expansive. In modern corporations, the marketing functions pave the way for the making of a product. The Marketing program provides the necessary training for students who want to engage in this fast-paced and rapidly growing field.
Marketing concentrates, for the most part, on the consumers. Market research, one of the marketing functions, involves doing feasibility studies, population description, and the like. These activities aim to determine the target market, what the buyer needs, and what the buyer wants, among others. After all, satisfaction nearly assures the sale of any product. Marketing teams are also involved in product development, product design, as well as quality control. Logically, since they are the ones tasked to persuade, they should be the first people to be convinced about their product. These days, marketing products also include actually communicating with the consumers, informing them of the availability, features, and specifications, and using persuasion techniques to urge them to make the purchase.
As what has already been mentioned, the Marketing course gives the student intensive training on the different skills requisite to performing the different Marketing functions.
Students of the Marketing are taught the different ways and means of customizing a product. Product lines must be tailored parallel to how the target market behaves and what its desires are. Marketing is also linked to the business cycle in certain ways. The shifting of modes in connection with lifestyle, attitudes, fashion, season, and the like, directly affect the sale of goods. One product may sell good only for a certain period requiring special marketing strategies, while others need not be as rigorously marketed, since they sell good year round. It is a fact that virtually all products lose their uniqueness in time, hence, manufacturers eliminate this problem by introducing products to keep up with the continuously shifting market trends, as well as the tight industry competition. Factors to be considered in tailoring the product include pricing, promotion, and distribution, among others. Students of the Marketing program are trained to be familiar with different management paradigms such as cost leadership -where they try to achieve the best product with the lowest market price and hence, the largest sales - to get ahead of the game. Product promotion includes knowledge in advertising and “methods of persuasion” for steer the target market toward buying the product.
An emerging branch of this field of study is Marketing Management, which is basically involves the fusion of management and marketing functions. A number of graduates of the Marketing study have moved on to concentrate in this area because it is an excellent skill, and hence, career, booster. It integrates not only the knowledge about the product, its assembly, and promotion but also its production in general since the major Management functions are planning, organizing, and controlling. Marketing Managers therefore are concerned with the overall operation of the system or company.
Some graduates of the program have opted to specialize in Marketing Research. This branch involves the use of statistical tools such as surveys, tests, and other means of measurement to investigate on market trends. These studies are then used to forecast the feasibility of a product or service, its target market, and potential sales. This branch goes hand in hand with a lot of social sciences such as Psychology and Sociology. Still others move on to specialize in Advertising, Retailing, Public Relations, and so forth. The opportunities are practically limitless.