Cases in Chaos: Fame, Shame, and Make-or-Break Marketing

2 credits · Owen Graduate School of Management

Marketing is the distinguishing function of any business because it generates value to customers and to stakeholders. Marketing managers must identify and measure customers’ needs and wants, select the most appropriate customer targets, and then build marketing programs to deliver value to those targets. The objective of the course, therefore, is to develop a way of thinking through realistic business situations to answer the following questions – who are our customers, what do they value, and how do we give them what they value better than the competition. To address this, this course introduces advanced topics in marketing management. You will learn about the principles that can be leveraged to help you refine your approach to marketing and incorporate the appropriate marketing mix tactics at different stages in the product lifecycle and the consumer journey. [2]