What is marketing, and what role does it play as a business function? Is it simply advertising and branding, or is there more to it? This course introduces students to both the substantive concepts and procedural aspects of marketing management. Its goals are threefold: (1) to familiarize students with the core components of marketing - creating value (e.g., value proposition, positioning), delivering value (e.g., branding, product design), capturing value (e.g., customer lifetime value, pricing), and communicating value (e.g., advertising); (2) to introduce students to the tools and techniques for conducting effective marketing analysis; and (3) to provide a forum for students to practice presenting their recommendations and critically evaluating those of others. Over the course of the quarter, students will develop business ideas, apply marketing tools and frameworks, and gather feedback from classmates. Each session will include a lecture followed by an interactive discussion.
3 units · GSB Letter Graded
What is marketing, and what role does it play as a business function? Is it simply advertising and branding, or is there more to it? This course introduces students to both the substantive concepts and procedural aspects of marketing management. Its goals are threefold: (1) to familiarize students with the core components of marketing - creating value (e.g., value proposition, positioning), delivering value (e.g., branding, product design), capturing value (e.g., customer lifetime value, pricing), and communicating value (e.g., advertising); (2) to introduce students to the tools and techniques for conducting effective marketing analysis; and (3) to provide a forum for students to practice presenting their recommendations and critically evaluating those of others. Over the course of the quarter, students will develop business ideas, apply marketing tools and frameworks, and gather feedback from classmates. Each session will include a lecture followed by an interactive discussion.