MKTG 603 The Art and Science of Marketing (4)

Marketing is a company-wide undertaking which informs an organization’s vision, mission, and strategic planning. It begins with an understanding of what the market looks like and entails a sequence of key decisions, including: Who is our target customer? What specific customer needs are we going to satisfy with our offerings? How should we set and adapt our prices? What channels of distribution should we use? What means do we use to communicate with our customers? How do we gain and retain customers? In some aspects, marketing follows systematic and scientific approaches to answer these questions. However, there are elements of marketing which are impossible to measure and therefore an artistic exercise. The purpose of this course is to both educate and excite students about the world of marketing. Businesses today face a number of challenges and opportunities including globalization, the effects of advances in technology, and increased competition. In today’s rapidly changing environment, a deep understanding of marketing concepts will help organizations develop and maintain their competitive advantage. Emphasis in this course is placed on the practical application of marketing concepts to solve business problems.

Grading Basis: Graded