IMPORTANT: Relative to other marketing strategy sections, this class will place particular emphasis on the consumer and understanding the role of consumer psychology in strategic decisions. Please consider whether or not this focus fits with your preferences before enrolling.
This course introduces the substantive and functional aspects of marketing management. Specific course goals are as follows: (1) to introduce students to marketing strategy and the elements of marketing analysis: customer analysis, competitor analysis, and company analysis; (2) to familiarize students with the elements of the marketing mix (product strategy, pricing, advertising and promotion, and distribution), and to enhance their problem-solving and decision-making abilities in these operational areas of marketing; and (3) to use marketing case studies to provide an opportunity to develop, present, and defend a student's own recommendations, and to examine and discuss the recommendations of others critically.
The course employs a balanced mix of case discussions and lectures/class discussions. Class lectures and discussions provide an exposition of key concepts, and wherever possible are supported by research on current marketing practices. The case studies provide an opportunity to apply the theories, concepts, and analytical devices developed in the lectures.