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IMC I: Marketing Strategy

(Core Course)

IMC I: Marketing Strategy provides an introduction to basic concepts and methods in marketing. The course surveys the state of knowledge of marketing practice and provides students with a foundation in how organizations conduct marketing decision-making. Primary emphasis is placed on a consumer orientation, branding, market segmentation and positioning, measurement and the marketing mix variables of product, price, and distribution. Students will develop an understanding of marketing practice through readings and class lectures. The course also develops students' abilities to think analytically and strategically in addressing marketing problems through a series of case studies.

Advisory notes for online students: As a foundational course, it is recommended that this course be taken within the first two quarters of a student’s matriculation in the program. Highly experienced students working in marketing management roles may elect to take the course later.