Marketing is one of the most fundamental elements in any business. The management of the marketing functions in successful companies involves a deep understanding of customer preferences, use of that knowledge in designing the right products or services for the target customers, and determining appropriate ways to communicate, capture, and deliver value. Firms routinely invest and deploy resources in the above marketing functions so as to achieve higher levels of customer satisfaction better than their competitors. These tasks will be examined and elaborated through exercises and case studies in this course.
During the course students will be able to: