We will explore the theory and applications of marketing concepts through a mix of cases, discussions, lectures and group projects. We will draw materials from a variety of sources and settings including consumer and business-to-business products. The main objectives of this course are to improve the students’ ability to: 1) Assess market opportunities by analyzing customers, competitors, collaborators, context, and the strengths and weaknesses of a company; 2) Develop effective marketing strategies to achieve organizational objectives.
