Introduction to Marketing Analysis

Catalog description

Modern marketing philosophy holds that only those firms that provide high customer value can succeed in the long run. Creating this value requires that managers must effectively: (i) assess marketing opportunities by analyzing customers, competitors, and their own company ('the 3 C's'), and (ii) design effective marketing programs via selecting appropriate strategies for pricing, promotion, place, and product ('the 4 P's'). Accordingly, this course will introduce students to the principles, processes and tools necessary to analyze markets and design optimal marketing programs.