This course dissects the strategy behind a firm’s marketing efforts when targeting their audience. Specifically, this course seeks to develop a student in two ways: (1) understanding of how the firm can benefit by creating and delivering value to its customers, and (2) further their skills in conceptual analysis and the application of marketing tools that improve segmentation and targeting, branding, pricing, distribution, and promotion. Students participate in lectures and case discussions, case write-ups, student presentations, and a comprehensive final examination to achieve these objectives.
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