Maricor Bunal
Attitudes of businessmen, society, customers towards marketing are controversial and this is no secret to anyone. Someone appreciates it, respects and understands why marketing is needed and most importantly uses in its activities. However, there are those who do not like marketing, and do not appreciate it. Some of these people even believe that marketing is an invention of bad sellers who shake money out of companies through it.
A common opinion among buyers is that marketing is a way of divorcing gullible consumers. With this attitude to it, we can say that marketing is constantly weighing in the balance. It seems that marketers are about to start beating just because they are marketers, and the word marketing will be banned altogether.
However, the role of marketing in society is enormous. You could even say that all developed humanity relies on marketing. Therefore, the marketing infrastructure in developed countries is actively developing. However, is it necessary to teach marketing in universities? Experts from Pro-Papers have asked themselves this question, since it interests many of you. Let’s figure it out together.
The studying of marketing at the university can be divided into two categories: the studying of marketing in the marketing specialty, and the studying of marketing as a choice of a specialty course in marketing within another specialization.
What does the study of marketing as a subject in a marketing specialty give? Probably, the answer is obvious, but still.
Marketing language. You know it, you perfectly understand what the customer and the employer want from you. You speak with them in the same language of insights, projects, and conservatives; this gives you a temporary advantage over those who have come to marketing from other disciplines.
Structure. You know the image of the result and why your client needs it. You better understand how it is worth building an idea in order to bring it to the customer, in other words, to sell. Your boss will not have to explain in detail what exactly you should do and how, most often he/she can simply give you a task.
Specialization. During your studies, you will learn how to navigate in many areas of marketing (if it is a good university), read a lot of marketing books and familiarize yourself with many marketing cases, while economists will consider mat models and sociologists will read classics.
What does the study of marketing give as a subject within all other non-core specialties?
There are several facts which count in favor of teaching marketing in universities.
All people, even without knowing it are engaged in marketing, even those who have a negative attitude towards it. Marketing is done by all businessmen, all customers, all states, all cities. For example, when people go to different stores to explore prices and assortment – they are engaged in marketing. They also do marketing when they write resumes for job search. The requirement to raise wages on the basis that others have higher salary or on the basis that your salary is not enough is also marketing. As for the state, they are also engaged in marketing, when they are trying to attract investors, skilled labor and in many other cases.
Marketing is one of the business philosophy. All companies from all countries of the world adhere to this business philosophy, although they do not always know about it. Consciously, this philosophy is held by those who know why marketing is needed. Others adhere rather unconsciously, but still adhere. The only question is how strongly they adhere to. Some companies adhere to the minimum, by 1%, while others maximally, by 100%. The results of their activities are relevant.
Marketing participates in all transactions made in all countries of the world. No transaction takes place without marketing involvement. Any transaction is a sale, and sale is a marketing tool. Some people think that sales are independent from marketing, but they are not. In fact, marketing and sales make a bunch and marketing is the main one in this bundle.
Marketing is necessary for comers and goers. You can sell a pup goods without marketing, but you cannot sell, and indeed it is generally believed that the goal of marketing is to make sales efforts unnecessary. Those who hold this view feel very well. For example, for Apple products, people line up for days before the start of sales! The role of sellers in such a situation is to take money and give the goods. That’s all. They do not persuade anyone to buy anything. The people themselves come ready to buy. It is marketing that prepares people for the purchase, does everything so that the sale takes place.
The economy is impossible without it, because the economy is, above all, communication. The better you own this language, the more you can tell about yourself, your product to other elements of the economy. The better you own this language, the better you will understand. The better you understand, the more you can sell and therefore you can earn more.
Best in this language speaks the one who studies and applies the right marketing. This means that the more people and companies that understand this language, the stronger the economy. That is why teaching marketing in universities is really incredibly important in today’s world.
