BRMB-5230 : Marketing Strategy

This course is intended to introduce key principles of marketing management with a focus on the creation of value for customers and firms. An analytical approach to the study of marketing problems will be emphasized, thereby providing students with a toolkit to: 1) determine customer needs, 2) decide which customers to serve, 3) identify which products and services to offer, and 4) choose appropriate methods to communicate, capture, and deliver value. Students will undertake a consulting project as part of this course.