Marketing Management

Catalog description

The course is designed to introduce you to the fundamental concepts of marketing that are relevant not just to marketers but to all managers. After taking the course, you should be well prepared to formulate and communicate rigorous and practical solutions to commonly faced marketing problems across industries. A summary of the course goals is as follows: 1) To introduce marketing strategy (market segmentation, targeting, and positioning) for both going to market and managing existing customers, as well as the basic quantitative methods that support it. 2) To introduce the elements of the marketing mix (product, pricing, promotion, and channels), and to demonstrate how each is used in a strategic manner. 3) To improve your problem solving and decision-making abilities, as well as your ability to communicate your recommendations and solutions in both oral and written formats. Though the course will introduce you to a number of key marketing theories, our emphasis will be on how to apply these theories to solve real-world marketing problems. The course will use a mix of classic and recent articles from the business press, case discussions, and in-class examples as means to illustrate and apply the principles learned during lectures.