The objectives of this course are to introduce students to the substantive and procedural aspects of marketing and to sharpen their skills for critical thinking and effective communication. Specific goals include:
- To introduce you to marketing strategy and to the elements of marketing analysis.
- To familiarize you with the elements of the classic marketing mix (distribution channels, product management, pricing, and promotion) and also to current practices in marketing execution as marketing has embraced new business models, digital marketing and emerging technologies.
- To re-orient your view of business around the customer-focused marketing concept.
- To improve your decision-making and leadership skills to win new customers, retain them, and increase the lifetime value of customer relationships.
- To demonstrate how appropriate application of marketing frameworks and tools can drive business performance.
- To provide you with a forum for presenting and defending your own recommendations and improving your group process skills.
The course employs a balanced mix of case discussions and lectures/class discussions. Lecture/discussion sessions are devoted to theories, concepts, analytical techniques and empirical findings useful for marketing management. The case discussions are designed to sharpen students' decision-making abilities and provide an opportunity to apply the concepts and frameworks to actual business problems.