The field of marketing has a wide range of options, and almost any industry also requires marketing, so it has always been highly favoured by Asian students. But many students mistakenly believe that marketing is just promoting products/services, of course not. What exactly is marketing? Philip Kotler, one of the world-renowned authorities, believes that marketing is a social and managerial process in which individuals or organisations produce, manufacture, and exchange products or services with others or other organisations to meet their needs and desires.
What is Marketing?
The focus of marketing is actually how to meet customer needs or desires. As for how to meet customer needs, marketers need to use various marketing techniques to achieve results. Simply put, students can apply different marketing methods and approaches to meet customer needs through their three-year university courses. Some students mistakenly believe that studying marketing requires infinite creativity in order to create advertising promotion that is unprecedented and unprecedented. But advertising promotion is just one of the "tools" of marketing, and there are many other "tools" including: Consumer Behavior, Branding Management, Marketing Research Method, Integrated Marketing Communication, Digital Marketing, Strategic Marketing Public Relations, Competitive Advantages, Packaging Design, etc. to help marketers understand and meet customer needs.
What do you study in marketing?
Marketing is a subject that is both fun and interesting. Fun "means that during the three-year course, students need to frequently participate in group project presentations, group assignments, group discussions, and more. Students need to collaborate, discuss, collect data, conduct research, and analyze with each other during the process of positioning their products in the market, setting their target customer groups, and promoting their products. This allows students to experience real-life social work models. Interesting "means that during the learning process, students need to read multiple real case studies of different companies to understand how companies or companies can stand firm in this fiercely competitive market through the help of marketing. In the process of reading, you will find many interesting data, such as two famous soda brands attacking each other in advertisements many years ago. From this, you will understand why public relations (PR) is so important and how they use marketing skills to save the corporate image.
Not only does reading a large amount of theoretical data suffice, but students also need to learn how to analyse data. For example, a certain enterprise conducts market research through questionnaires or interviews to understand whether its products are popular in the market and whether they can meet customer needs. Marketers need to analyse the obtained data and express the results in charts and text, so that management can make corresponding strategies. Students will be exposed to software used for data analysis in the subject of Market Research Method.
In addition to the above categories, students are also required to take other business subjects during their first year of university, including accounting, economics, finance, statistics, management, logistics, financial law, etc. Because in the real world, a marketer has the opportunity to delve into multiple categories, known as "interlocking", and needs to understand multiple aspects in order to better understand how to meet customer needs. Therefore, marketing is not a single discipline in general British universities, but is pursued in conjunction with management or business studies, such as Marketing and Management or Business Management with Marketing, indicating how extensive the scope of this discipline is.
Employment outlet
With the progress of the times, people's consumption patterns have also changed, most notably from physical stores to online stores, where consumers can quickly shop and consume anytime and anywhere through their phones. Society is gradually moving towards digitization, indicating that digital marketing is definitely a major trend in the future. Although one of the subjects in the three-year marketing university course is Digital Marketing, if students plan to develop in digital marketing, they can major in a three-year bachelor's degree in digital marketing and choose to become a digital marketing specialist after completion. Digital marketing has a wide range, including:
・Online Marketing
As the name suggests, it refers to using online marketing strategies, such as email marketing. Many people confuse "online marketing" with "digital marketing". In fact, "online marketing" is a promotional technique of "digital marketing", and "digital marketing" does not necessarily require the use of the internet to promote products or services. For example, let's assume that businesses use mobile advertising to send text messages to their customer base to promote their products. In this case, customers do not need to be connected to the internet to receive mobile SMS messages.
・Social Media Marketing
It is one of the ways to reach the most customer groups on a platform, and digital marketers need to frequently upload information, respond to customer messages, analyse advertising results and data, and see if advertisements are effective.
・Search Engine Marketing
Including click on ads and optimised search engine (SEO), digital marketing specialists need to regularly monitor progress and website exposure to ensure that the webpage ranks higher on the search results page.
・Content Marketing
In recent years, it has become increasingly popular, mainly through text, charts, and other content to attract customers' attention to your product or service, in order to enhance customers' good impression of its brand.
