Principles of Marketing

3 units

Marketing is the window to the customer, making the function a critical component of any successful organization. Through a mixture of lectures, case discussions and classroom exercises, this course will give students an overview of the best theories and practices in marketing management today. Specific topics will include: how to segment the customer base and choose target markets, how to create perceived value both from an economic and psychological perspective, how to differentiate a product or service from a competitor's offering, how to build and maintain a strong brand, and how to employ different marketing tools such as advertising, pricing, product design, service, and location. The class will also provide students with some basic tools for evaluating the financial impact of marketing activities.