2023-2024 Catalog

MBA-661 Marketing in a Changing World

This course will explore and understand how to conceptualize, design, and implement the best combination of marketing activities to carry out a firm's strategy in its target markets. Specifically, this course aims to advance students' (i) understanding of how firms can benefit by creating and delivering value to their customers, stakeholders, and society at large, and (ii) skills and competencies in applying the concepts and tools of marketing to such decisions as segmentation and targeting, branding, pricing, distribution and logistics, and promotion. Students will comprehend how micro (e.g., consumers) and macro (e.g., environmental) factors affect firms' marketing decisions at large. The course will use lectures, case studies, presentations, and write-ups to achieve its objectives.




Course is restricted to MBA students or IMC CAS grad students