Marketing Management: Strategy, Sustainability, and the Environment

Catalog description

This course provides a rigorous foundation in marketing management, with a focus on how businesses can create value for customers, compete effectively, and deliver sustainable growth while addressing pressing environmental challenges. Students will learn to analyze markets through the 3 Cs (customer, company, competition) and design strategies using the 4 Ps (product, price, promotion, place). Core topics include customer psychology and decision-making, customer lifetime value, segmentation and targeting, branding, pricing strategies, and channel management. Cases and guest speakers highlight firms that balance profitability with environmental and social impact, preparing students to develop marketing strategies that achieve product-market fit while advancing sustainability goals. The course culminates in student projects that apply marketing frameworks to real-world environmental challenges. This course is for MBCS students.