Marketing Essentials

[Nicholas Mahendra]

Marketsegmentation is the practice of dividing consumers into groups based on shared needs, desires, and preferences. Using these categories, a business can adjust its product lines and marketing techniques to appeal to each group more effectively by addressing their specific needs. Numerous types of businesses use market segmentation to optimize their ability to sell to a wide variety of consumers, including skincare, haircare, and beauty product manufacturers, car companies, clothing and apparel suppliers, banks and other financial institutions, as well as television networks and media outlets.

Coupons can drive customers to your business and introduce new customers to your store, as well as help introduce new product lines and encourage customers to try a more profitable brand or service. Coupons can also help attract existing customers to come back to your store. The biggest con of using coupons is that they cost businesses money and may lead to lower profit for that sale. Another drawback is when existing customers wait for coupons, cannibalizing existing revenue before the coupon program.

Creating a positive brand image through marketing efforts is vital to a business's success. A brand is much more than a familiar name or logo that identifies a business, product, or service and is presented through traditional advertising strategies. A brand encompasses the consumer's complete experience with both the product and the company and the mix of associations that develop as a result of these interactions. The most effective way for a company to increase its market share is to create an integrated strategy for marketing and branding and, in so doing, provide consumers with a unified and seamless way to interact with the brand.

A brand is an intangible marketing or business concept that helps people identify a company, product, or individual. Brands are considered to be among a company's most important and valuable assets. Types of brands include corporate, personal, product, and service brands. People often confuse brands with things like logos, slogans, or other recognizable marks, which are marketing tools that help promote goods and services.

Digital marketing involves marketing to consumers through any number of digital channels. This form of marketing is commonly executed on websites, mobile devices, and social media platforms. Digital marketing is a broad field, including attracting customers via email, content marketing, search platforms, social media, and more.

Data mining is the process of analyzing a large batch of information to discern trends and patterns. Data mining programs break down patterns and connections in data based on what information users request or provide. Data mining can be used by corporations for everything from learning about what customers are interested in or want to buy to fraud detection and spam filtering. This use of data mining has come under criticism lately s users are often unaware of the data mining happening with their personal information.

Merchandising refers to the marketing and sales of products. Merchandising is most often synonymous with retail sales, where businesses sell products to consumers. Categories of merchandising include product, visual, retail, digital, and omnichannel.

Brand loyalty is demonstrated by repeat purchases of a product even when the consumer has choices of competing alternatives. Brand loyal customers commit to a brand without respect to price. Marketing campaigns are designed to nurture brand loyalty. Brand loyalty can evaporate when consumer trends change, but the product doesn't.

Tufts Marketing Essentials is a two-week immersive experience for high school students interested in learning marketing concepts and strategies that they can apply to their own lives and future careers.

From this experience, students will gain an introduction to fundamental marketing concepts and a practical and hands-on approach to the application and use of marketing tools and ideas. They will explore the importance of a marketing orientation and a customer focus and evaluate the range of methods available to the marketer, from traditional marketing to digital marketing. Students will evaluate these various tools and apply them in practice with innovative and exciting practical examples and cases.

Our interactive workshops are led by the same professors and thought leaders who teach these concepts to our undergraduate and graduate students. Students will spend time with mentors drawn from Tufts students and alumni who will be their guides to marketing and entrepreneurship learning opportunities and resources at Tufts.

This program is run in partnership with Tufts Gordon Institute. For over three decades, Tufts Gordon Institute (TGI) has provided students with the knowledge and skills they need to lead both teams and entire companies. TGI provides students with the practical leadership tools necessary to develop and innovate ideas that will make a difference in the world. Our alumni have become leaders in an array of public, private, and non-profit companies representing all industries from biotech and finance to technology R&D.

Disclaimer: This program is not related to Tufts University Undergraduate Admissions. Participation in this program does not result in admission to a Tufts University degree program. Tufts reserves the right to admit as requested, to deny admission, or to offer provisional admission. The program will not provide feedback to applicants if admission is denied.

Will serves as the senior administrative leader of Tufts Gordon Institute and has overall responsibility for administrative and operational functions, including finance, personnel administration, faculty services and support, student services, research administration, facilities and property management, and health and safety. He is the primary liaison with other offices within the School of Engineering and Tufts University and serves to represent Tufts Gordon Institute and its administrative concerns as appropriate. Will's background is in marketing and higher education, and he has been involved in developing and managing online learning programs for over ten years.

All program orientations will begin on the Monday of the program start. During this required orientation, we will review the overall program schedule, discuss policies and safety, and answer questions. Staff will be on hand to address any issues.

Students will stay in on-campus housing or commute to campus, and each day will participate in interactive workshops led by the same professors and thought leaders who teach these concepts to our undergraduate and graduate students. Students will spend time with mentors drawn from Tufts students and alumni who will be their guides to marketing and entrepreneurship learning opportunities and resources at Tufts. Students will also interact and learn from guest speakers from the industry. The deliverables will include team project work.

Whether you commute to our program, live with us on-campus, or participate virtually, we strive to make each moment of the student experience at Tufts memorable. From our dorms to our dining halls, and our athletic facilities to our check-in and orientation, all aspects of our programming are designed to inform and enable students to have a healthy, fulfilling, and safe summer.

In addition, SMFA Studio Art Intensive students will have access to supervised studios and resources, including the W.Van Alan Clark Library, the media stockroom (where you can borrow any equipment necessary for your art), the School Store, and the computer lab. See more details about our studios.

Tufts University is considered very safe among U.S. college campuses. Although crime on campus is unusual, we do have an open campus in a major metropolitan area, and we expect our students to exercise good judgment and responsibility as they navigate the campus. Tufts University maintains its own police department, on the job 24 hours a day, if an emergency arises. Each location is equipped with an emergency blue light phone system, and residence halls require a current and valid Tufts ID card for entry and a mechanical key for access to bedrooms. Emergency processes and protocols will be reviewed during orientation.

To ensure the safety of our Pre-College students, we are closely monitoring the ongoing COVID-19 public health crisis, and following local, state, and federal guidance as it pertains to our Pre-College programming.

Tufts takes the safety of its students seriously. All programs are staffed with resources appropriate to care for the size and nature of the program. Tufts makes reasonable efforts to secure background checks and provide Title IX training to every staff person responsible for students in its Pre-College Programs.

Students are required to attend all elements of the program schedule, and any expected absences must be communicated to program staff in advance. Tufts takes the safety of its students very seriously. As such, our current policy for Pre-College students states that students cannot be in a lab or leave campus during their program without the supervision of a staff member or explicit parental permission received through official processes.

Some elements of our supervision plan vary depending on how the student is interacting with our campus. Below is a brief overview of where to find information about this. Please note that not all programs offer residential/commuter/virtual options, but the below applies when they do:

Check-in will begin at 9 am on the first Sunday of the program (or Monday, 7/1, for Tufts College Experience & Tufts Summer Research Experience). Students are welcome to arrive on campus and check in on Sunday between 9 am and 5 pm, and between the hours of 12 pm and 3 pm if arriving by car. During check-in, room assignments will be distributed and students will have the opportunity to meet their Residential Coordinator (RC) and roommates and unpack.

For students arriving from out of town on their program's arrival day between 9 am and 5 pm, there is a shuttle service from the airport and train/bus station for students arriving from out of state. All details about arrival and departure travel will be communicated after you have been admitted to the program.

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