Community Outreach
Our reach extends beyond selling Harley-Davidson® Motorcycles to local organizations dear to our hearts, and close to home. We strive to value every interaction including those with our employees, customers, vendors and the community. We feel that we need to give back to the community that we are a part of.
We are teaming up with Ooltewah High School to connect students to the world of Harley-Davidson.
This dynamic marketing class is designed to introduce high school students to the captivating world of Harley-Davidson, an iconic American motorcycle brand while exploring fundamental marketing concepts. Through engaging lessons and interactive activities, students will gain a comprehensive understanding of how Harley-Davidson has successfully marketed its brand, products, and lifestyle on a local and global scale.
Course Objectives:
Brand Exploration: Delve into the history and evolution of the Harley-Davidson brand, analyzing its significance within the motorcycle industry and pop culture.
Marketing Strategies: Study the marketing strategies employed by Harley-Davidson, including product differentiation, target audience segmentation, and brand positioning.
Consumer Behavior: Examine the psychological and sociological factors that influence consumers' choices when it comes to luxury and lifestyle products like motorcycles.
Promotional Techniques: Explore the various advertising and promotional campaigns used by Harley-Davidson, ranging from traditional media to social media and experiential marketing.
Brand Loyalty: Investigate the mechanisms that foster brand loyalty among Harley-Davidson enthusiasts, from community-building events to exclusive clubs.
Digital Marketing: Analyze Harley-Davidson's digital presence, including its website, social media platforms, and online communities, to understand how they engage with their audience in the digital age.
Ethical Considerations: Discuss the ethical responsibilities that companies like Harley-Davidson bear when promoting a lifestyle brand, including issues related to diversity, environmental impact, and social responsibility.
Case Studies: Explore real-world case studies to learn from Harley-Davidson's successes and challenges in the competitive market, drawing valuable lessons applicable to other industries.
Creativity and Innovation: Encourage students to think creatively and propose innovative marketing ideas that Harley-Davidson could implement in the future to attract new demographics while maintaining its core customer base.
Culminating Project: Students will work individually or in teams to create a comprehensive marketing plan for a hypothetical Harley-Davidson product launch or promotional campaign, incorporating the concepts and strategies learned throughout the course.
Assessment Methods: Assessment in this course will involve a combination of quizzes, group discussions, individual projects, presentations, and class participation. The culminating project will serve as a major component of the final grade, allowing students to apply their knowledge and creativity to a practical marketing scenario.
By the end of this course, students will not only have a deep appreciation for the Harley-Davidson brand and its marketing prowess, but also a solid foundation in fundamental marketing principles that can be applied to various industries and future endeavors.
This dynamic marketing class is designed to introduce high school students to the captivating world of Harley-Davidson, an iconic American motorcycle brand while exploring fundamental marketing concepts. Through engaging lessons and interactive activities, students will gain a comprehensive understanding of how Harley-Davidson has successfully marketed its brand, products, and lifestyle on a local and global scale.
Course Objectives:
Brand Exploration: Delve into the history and evolution of the Harley-Davidson brand, analyzing its significance within the motorcycle industry and pop culture.
Marketing Strategies: Study the marketing strategies employed by Harley-Davidson, including product differentiation, target audience segmentation, and brand positioning.
Consumer Behavior: Examine the psychological and sociological factors that influence consumers' choices when it comes to luxury and lifestyle products like motorcycles.
Promotional Techniques: Explore the various advertising and promotional campaigns used by Harley-Davidson, ranging from traditional media to social media and experiential marketing.
Brand Loyalty: Investigate the mechanisms that foster brand loyalty among Harley-Davidson enthusiasts, from community-building events to exclusive clubs.
Digital Marketing: Analyze Harley-Davidson's digital presence, including its website, social media platforms, and online communities, to understand how they engage with their audience in the digital age.
Ethical Considerations: Discuss the ethical responsibilities that companies like Harley-Davidson bear when promoting a lifestyle brand, including issues related to diversity, environmental impact, and social responsibility.
Case Studies: Explore real-world case studies to learn from Harley-Davidson's successes and challenges in the competitive market, drawing valuable lessons applicable to other industries.
Creativity and Innovation: Encourage students to think creatively and propose innovative marketing ideas that Harley-Davidson could implement in the future to attract new demographics while maintaining its core customer base.
Culminating Project: Students will work individually or in teams to create a comprehensive marketing plan for a hypothetical Harley-Davidson product launch or promotional campaign, incorporating the concepts and strategies learned throughout the course.
Assessment Methods: Assessment in this course will involve a combination of quizzes, group discussions, individual projects, presentations, and class participation. The culminating project will serve as a major component of the final grade, allowing students to apply their knowledge and creativity to a practical marketing scenario.
By the end of this course, students will not only have a deep appreciation for the Harley-Davidson brand and its marketing prowess, but also a solid foundation in fundamental marketing principles that can be applied to various industries and future endeavors.