2023-2024 Catalog

MKT-815 Marketing Foundations and Strategy

This course will present themes, theories, and trends that are critical for: 1. understanding the business of creating, capturing, and sustaining customer value; 2. introducing students to the global, consumer, and technological realities of marketing in the 21st Century; and 3. providing students with a sound foundation to explore marketing in further depth in upper-level elective courses. In addition, this course will explore developing and implementing marketing strategy at the strategic business unit. The course will combine lectures, case studies, guest speakers, and a semester-long, team-based experiential project.