|The objectives of this course are to introduce students to the substantive and procedural aspects of marketing and to sharpen their skills for critical thinking and effective communication. Specific goals include: (1) to introduce students to marketing strategy and the elements of marketing analysis: customer analysis, competitor analysis, and company analysis; (2) to familiarize students with the elements of the marketing mix and the implementation of marketing strategy, and to enhance their problem-solving and decision-making abilities in these operational areas of marketing; (3) to demonstrate how appropriate application of marketing frameworks and tools can drive business performance; and (4) to provide students with a forum (both written and oral) for presenting and defending their own recommendations, for improving their group process skills, and for critically examining and discussing the recommendations of others.
The course employs a balanced mix of case discussions and lectures/class discussions. Lecture/discussion sessions are devoted to theories, concepts, analytical techniques and empirical findings useful for marketing management. The case discussions are designed to sharpen students' decision-making abilities and provide an opportunity to apply the concepts and frameworks to actual business problems.