Course Detail

This course emphasizes the role of marketing in creating value for customers that, in turn, leads to the creation of value for other firm stakeholders (e.g., shareholders, employees). The course introduces students to the role of marketing in the modern corporation, both at the level of the firm and the marketing function. The course focuses on providing both a set of concepts and ideas for approaching marketing decisions and a common language with which to think about marketing issues; it also focuses on the structuring and analysis of managerial problems in marketing. The course prepares future CEOs and general managers to deal with core marketing issues by providing a way of thinking strategically about the firm’s products, services and markets. By the conclusion of the course, students should have developeda framework for approaching marketing problems and be able to develop marketing strategy and implementation programs (i.e., the 4 Ps + S: product, price, place, promotion and service) in a variety of contexts — domestic/international, products/services, industrial/consumer, private sector/public and nonprofit.