Identifying and Capturing Markets

3 Credits.

This course explores the role of marketing in society and within an organization. Designed to convey the key concepts of marketing and how they fit into the larger context of management strategy and decisions, the course examines the “why” and “what” of marketing activities as well as the “how.” Through interactive, application oriented exercises, case videos, guest speakers and a group project, students will have ample opportunity to experience key marketing concepts in action, develop transferable skills and demonstrate the ability to apply knowledge.