This course introduces the role of marketing within business firms. Case studies drawn from a wide variety of consumer and industrial products and services provide an opportunity for students to apply concepts and techniques developed in assigned readings. Specific topics include customer analysis, market research, market segmentation, distribution channel policy, product policy and strategy, pricing, advertising, and sales force management. The course stresses oral and written expression and makes use of several computer exercises, spreadsheet analysis, and management simulations.
Permission of instructor
Cannot be used to satisfy any A.B. degree requirements