ZSEM Summer School

Today’s successful companies have one thing in common. Their success comes from a strong focus on customers and heavy commitment to marketing. These companies share an absolute dedication to sensing then satisfying customers’ needs in well-defined target markets. They motivate everyone in the organization to deliver high quality and superior value for their customers, which leads to high levels of customer satisfaction. These organizations know that if they take care of their customers, market share and profits will follow. Customers are an essential component of each business and creating customer value and satisfaction is at the very heart of modern business thinking and practice. A company must go to the market so that it delivers customer satisfaction at a profit.

In this course we will see how we can satisfy customers’ needs and wants by offering 4Ps in order to make money. You already know a lot about marketing — it is all around you. You can see results of marketing in numerous products that line store shelves in your nearby shopping centre. You can see a part of marketing in TV advertising, in magazines and on Internet pages. You are exposed to marketing in almost everything you do. Yet, there is much more to marketing than meets the consumer’s casual eye. Behind it there is a massive network of people and activities competing for your attention, trying to understand what you want, and striving to fulfil that want. This course will explain basic concepts and practices of the today’s marketing. In this course we will begin by defining the market and describing the major philosophies of marketing thinking and practice. Than we will go through a range of activities that make up marketing: the research of the market and environment, the research of the consumer behaviour, the process of segmentation and target market selection, the creation of positioning the statement, marketing planning and strategy, and finally the creation of the marketing mix or 4Ps (product and/or service, price, place and promotion) and the implementation of it.