Business Fundamentals: Marketing and Strategy

3 credits · Fuqua School of Business

This course covers two core areas of business: marketing and strategy. The marketing module provides an overview of the role of marketing in organizations by acquainting students with the fundamental issues and decisions involved in planning and managing marketing activities. It begins with strategic decisions of segmentation, targeting and positioning. Subsequently, it examines product policy, pricing, advertising and communications, and channels of distribution. Major emphasis is placed on developing an understanding of the underlying forces that influence marketing decisions, including customer behavior, competitive marketing activity, and organizational considerations. The strategy module examines topics related to the question: Why are some firms more profitable than others? It explores the sources of sustained profits in the face of competitive pressures. In doing so, it introduces concepts and skills necessary for managers, management consultants, and financial analysts to understand, craft, and support a firm's strategy. This course is for MSQM: Health Analytics students.