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Fundamentals of Marketing

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Whether you are looking at train ads on your daily commute or sitting through a commercial break during your favorite show, the work of marketers is all around you. Marketing is the method by which companies promote their products and services to consumers and other businesses. It is a broad industry that includes advertising, public relations, and many different specialities such as

  • Product Marketing: marketing centered around a specific product of service of a company, for which a marketer plans events and advertising campaigns and analyzes demand for new products and services.

  • Digital Marketing: marketing that focuses on online aspects of marketing like search engine optimization and social media platforms to interact with current and potential customers.

  • Brand Marketing: the construction of a good brand image for a business through customer and media relations.

  • Content Marketing: the creation of high quality content that attracts potential customers through different mediums, such as emails or social media.

“Marketing is a really big umbrella term, so there's a lot of different dimensions of what goes into it. You have the research end of the spectrum where you could be administering surveys and understanding consumer behavior and looking at trend reports and all that. And then you have the other end of the spectrum that is more creative focused and developing brands, and so there's a lot of different parts of marketing.” – Marketing Assistant on the Innovation Team, The Boston Beer Company ‘21