This module is designed to provide students with a foundation in marketing principles.
Successful businesses use the principles of marketing to attract new customers and retain existing customers in a sustainable, profitable manner. A well-planned, well-executed and integrated Marketing Strategy that is perceived by customers to be consistently offering them superior value ultimately determines the winners and losers in this competitive game.
Regardless of what role you ultimately play in an organization, a thorough understanding of marketing principles and strategies is essential if you are going to play an active role in the success of the venture.
This foundational component of the program is built on one over-riding principle: you are already very knowledgeable and experienced in the ways of marketing at the tactical level, primarily through constant exposure as consumers. What you now need is a framework into which to ‘fit’ that knowledge, a consistent language to describe it, and tools to allow you to systematically understand and ultimately design marketing programs. Readings, assignments and class discussion are designed to help you build, practice and apply this framework, leveraging your existing knowledge & experiences.
You will discover that marketing plays a central strategic function as the organization’s market intelligence unit. Although we will touch on some advertising and web media examples, these are not central themes of this Marketing module – rather, these are covered as specialized electives.
Instructor Biography - Tim Silk
Course Outline - Class of 2018 (updated May 10, 2017)
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