Marketing

• Marketing

Marketing Core Courses

Overview

The class introduces participants to concepts and principles of marketing management. The major role of marketing in a company (or public agency) is determining, creating, communicating and delivering a value proposition that meets the needs of its customers. In addition, marketing in its boundary‐spanning role introduces the “voice of the customer” into the firm, helps build long‐term relationships and ensures that the firm builds equity with its customers.

Although we have designed the course for students who have very limited marketing experience, we have selected the materials and structured the sessions, especially the case studies, in a way that will provide a challenging experience even for those who have worked in marketing before beginning the MBA. Because marketing is a very broad and important business function, this course aims at familiarizing you with the key tools. For those who become interested in a specific topic, we provide supplementary readings. Courses from the specialized marketing track will enable to learn more about a specific topic.

Learning outcomes

When you successfully complete this course, you should be able to . . .

• Apply the key marketing concepts and frameworks to analyze marketing problems and business decisions.
• Understand the contribution of marketing assets to firm value and how organizations build, nurture, and leverage these assets via market-facing business processes.
• Describe and analyze the characteristics of a specific market using data on environment, customers, and competitors.
• Develop and f ormulate a marketing strategy based on a consideration of firm resources and market opportunities.
• Estimate the financial consequences of marketing decisions.
• Understand the function of the key instruments available to marketers: customer management, branding, product, price, distribution, and communication.
• Draw on insights from current academic research in Marketing.