Marketing

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. The course will also examine the growing role of artificial intelligence in marketing, including its applications in marketing research, branding, and communication strategies. We will discuss how AI is transforming the ways firms understand consumers, develop and position brands, personalize communication, and make marketing decisions, as well as the opportunities and challenges associated with these technologies. 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.