Marketing

Catalog description

As the core marketing course in the program, Marketing is designed to provide students with an understanding of the basic concepts of marketing management and experience in making marketing decisions in uncertain environments. Specifically, the course will cover issues relating to developing marketing strategy and planning marketing tactics. This treatment will be largely from a practical perspective with the emphasis being on managerial decision-making. After successfully completing this course, students will have learned the following: • An understanding of the central concepts of marketing. • How to develop a marketing strategy. • How the elements of the marketing mix work to implement the marketing strategy. • How to identify and address the key decisions facing marketing managers and marketing decision makers. • An appreciation of how digital technology has changed marketing and affects decision making.