Course Description:    Marketing is the convergence point for issues involving the customer, the competition and corporate capabilities. In product- or service-based industries, understanding marketing enables managers to work with greater insight and effectiveness. This course defines the fundamental principles of marketing in the contexts of the corporation, the economy and society. The course emphasizes the role of marketing in shaping and developing new ideas, the factors that affect pricing, channels through which products and services are distributed, elements of wholesaling and retailing, and the strategies, mechanisms and techniques behind advertising, direct sales and other forms of promotion. The impacts of changing lifestyles and international market forces on American buying patterns are analyzed; consumer and organizational buying behaviors are explored; and methods and resources for researching and segmenting markets are detailed. Discussions on careers in marketing, marketing management and an overview of the world's leading markets and businesses are also provided.
 
Course Objectives:   This course is designed to provide the overall objective of the student’s ability to understand how the concepts and theories fit into the development of an innovative framework of customer value and customer relationships that captures the essence of today’s marketing. It builds on five major value themes:

  • At the conclusion of the course, participants should be able to:
  • Creating value for customers in order to capture value from customers in return
  • Building and managing strong, value-creating brands
  • Harnessing new marketing technologies
  • Measuring and managing return on marketing
  • Sustainable marketing around the globe

Required Book:

Principles of Marketing by Philip Kotler and Gary Armstrong. Prentice Hall; 15th edition, 2013.
ISBN-13: 978-0133128246
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Strategic Planning Process
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Product Life Cycle