This course introduces basic and advanced marketing concepts and their use in management-specific situations and applications. We will consider how individuals and firms process information to make decisions, and how firms determine and meet customer demand, needs and desires. Core issues that are covered include the marketing mix, market segmentation, positioning strategies, branding techniques, and international marketing strategies. We also consider how to combine market research data, financial data, and business strategy to make marketing decisions that best meet customer demands and desires, respond to competitors, and reach financial and strategic objectives. This course will be case-driven, with background given on advanced marketing topics though case studies, supported by lectures, discussions, simulations, and written analyses. The course will also examine the marketing function from a variety of professional and critical perspectives.
The course considers marketing within national and multi-national contexts. A key component of the course is to develop a thoughtful and critical understanding of marketing practices and to gain the ability to implement concepts in professional environments. The main method of student evaluation will be the student’s ability to effectively utilize the tools and methods in case studies, as well as through simulated and real projects.