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Marketing Strategy

(Elective Course)

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.