Marketing

(2.5 Credits)

This course provides an overview of marketing, focusing on essential skills needed by successful managers in all business functions. Topics include how individual and organizational consumers make decisions; segmenting markets and estimating customer economic value; positioning the firm's offering; effective marketing research; new product development; pricing strategies; communicating with consumers and estimating advertising's effectiveness; and managing relationships with sales force and intermediary partners. The course emphasizes how marketing combines qualitative and quantitative analysis, also teaching how to work in environments with considerable uncertainty. It uses a combination of lectures and case analysis, involving both individual and group projects.