This course provides a foundational introduction to the principles and quantitative tools necessary for managers to do marketing planning and program selection and implementation, and covers such areas as market opportunity analysis and selection, customer needs/benefits determination, product concept and value proposition, market segmentation and targeting, brands and brand equity, product line management, new product launch, marketing channel structure and policies, sales promotions and advertising campaigns, pricing levels and policies, the use and value of marketing research, and the development of marketing plans. It introduces and uses substantial quantitative tools as a basis for formulating and evaluating marketing decisions. It is a case-discussion-based course involving actual case situations and decisions from both business and social impact enterprises. The course is required in the MBA core. Prerequisites: none. Open to all GSIPM and Localization Management students.