Introduction to the field of marketing, which includes understanding who, why, how, when, and where people and enterprises seek to satisfy their needs, interests and wants through buying and consumption of products and services, the identification and validation of market opportunities for fulfilling those desires, the development of products and services to do so, and taking those products and services to market through channels of supply, promotional programs and determination of pricing. It provides a foundational introduction to these principles and a few quantitative tools that are necessary for managers to do marketing planning and program selection and implementation, and covers such areas as a) creating product concepts and the development of value propositions, b) market segmentation and targeting, c) brands and brand equity, d) the use and value of marketing research, and e) the development and use of marketing plans.. It is a case-discussion-based course involving actual case situations and decisions from business enterprises. Although the course provides only introductory-level knowledge of marketing management, it is a fast-paced, rigorous and demanding, graduate level course.
Prerequisites: Admission to the MBA Program and completion of MBA Core Managerial Accounting, or equivalent.