Introduction to Marketing Analysis

3 credits · Fuqua School of Business - DKU

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. This course is for MMS: Duke Kunshan University students. Taught at Duke Kunshan University.