3.0

Average Course Rating

This course provides a rigorous and comprehensive introduction to contemporary marketing principles and practices. We will cover the basic concepts of market definition, consumer behavior, and the principal marketing functions: product line development, pricing, distribution, promotion, salesforce management, advertising, research, and planning. In addition, we will examine the methodology of marketing research to build the tools you will need to interpret scientific findings and base decisions on them. By the end of this course, students are expected to acquire an understanding of basic marketing concepts, analyses, and activities that comprise marketing management; gain an understanding of the elements of the marketing mix and their interaction; practice the process of analyzing a marketing situation or opportunity, formulating market strategy, and developing and implementing a marketing plan; solve marketing related problems; interpret and deliver the proposed solution; and develop compelling yet balanced arguments for the recommendations.