MARK-574 Marketing of Consumer Products/Services

STAFF

Additional content will be added soon to reflect the changes to the new curriculum.

The course is designed to provide a very practical introduction to what it is that Marketing and Brand Managers actually do in their day-to-day roles. As such it will build on and apply the theoretical teaching from other courses. In itself it will be very light on marketing theory, but will deal in detail with application techniques, and the rationale behind them, that lead to successful marketing practice. Discussion of real and practical cases will thus form a major component.

It will take as axiomatic that the marketing function has prime responsibility for driving growth in the organization. The course will emphasize the vital balance of ‘art’ and ‘science’ that characterizes its most successful application, and will stress the critical roles of intuition and creativity in its most effective practice. It will take the process through from initiation through to execution and ultimate evaluation. It will do this in a deliberately international context, and with appropriate recognition of both the product and service sectors.

Credits: 1.75

Prerequisites: MBA students only

MARK-574-20 Marketing of Consumer Products/Services

Faculty:

Newman, Richard

The course is designed to provide a very practical introduction to what it is that Marketing and Brand Managers actually do in their day-to-day roles. As such it will build on and apply the theoretical teaching from other courses. In itself it will be very light on marketing theory, but will deal in detail with application techniques, and the rationale behind them, that lead to successful marketing practice. Discussion of real and practical cases will thus form a major component.

It will take as axiomatic that the marketing function has prime responsibility for driving growth in the organization. The course will emphasize the vital balance of ‘art’ and ‘science’ that characterizes its most successful application, and will stress the critical roles of intuition and creativity in its most effective practice. It will take the process through from initiation through to execution and ultimate evaluation. It will do this in a deliberately international context, and with appropriate recognition of both the product and service sectors.

Credits: 1.5

Prerequisites: None

Other academic years
There is information about this course number in other academic years:

• 2007-2008 Fall and Spring
• 2008-2009 Fall and Spring
• 2010-2011 Fall and Spring
• 2011-2012 Fall and Spring
• 2012-2013 Fall and Spring
• 2013-2014 Fall and Spring

More information
Look for this course in the schedule of classes.

The academic department web site for this program may provide other details about this course.