The objectives of this course are to demonstrate the role of
marketing in the company; to explore the relationship of marketing to
other functions; and to show how effective marketing builds on a
thorough understanding of buyer behavior to create value for customers.
Students learn how to:
Make marketing decisions in the context of general management.
Control the elements of the marketing mix—product policy, channels
of distribution, communication, and pricing—to satisfy customer needs
Use this knowledge in a brand management simulation. The course
culminates in an examination of the evolution of marketing, particularly focusing on opportunities presented by the Internet.