Marketing Theory and Practice

Catalog description

Marketing Theory and Practice aims to be an exciting marketing core class. This course is designed to immerse students in both the theoretical frameworks and practical applications of marketing, with the objectives of 1) introducing students to marketing strategy and the essential components of marketing analysis, 2) familiarizing students with the core functions of marketing: creating, delivering, capturing, and communicating value, and 3) providing a dynamic forum for students to practice and present their own marketing recommendations, while critically engaging with the ideas of others. This course will explore the evolution of marketing through classic and contemporary cases, both providing fundamental insights into the field, including the new role of Gen-AI, through a combination of lectures, class exercises, projects, and case discussions, all aimed at ensuring everyone's active participation in their marketing education. Throughout the class, student teams will develop their own business ideas, applying marketing concepts and tools discussed in class, and gathering feedback from their peers.