This course follows a customer-centric approach to marketing, which is based on understanding consumers and how they drive firm value. Specifically, marketing provides conceptual frameworks and tools for (i) understanding consumers, (ii) designing the value proposition, and (iii) delivering value to the marketplace. Products and services (Product) distributed through channels (Place) are the main vehicles for delivering value to customers. Through pricing strategies (Price) and promotion and advertising (Promotion), firms implement the marketing plan. Therefore, we will also cover the “4 P’s” of marketing throughout the course, leading to an integrated marketing strategy. This course emphasizes both quantitative and qualitative analyses. Quantitative analysis is valuable for estimating the impact of marketing decisions on consumers and firm profits. At the same time, qualitative analysis is important because marketing deals with the psychology and the behavior of people (e.g., consumers, competitors, collaborators) that is sometimes difficult to capture in quantitative terms. It is essential to balance both kinds of approaches when you justify the marketing decisions you will make during class discussions and in the assignments.
Division: Marketing

Spring 2024


B3021 - 001

Fall 2023


B3021 - 001

Spring 2023


B3021 - 001

Fall 2022


B3021 - 001