BUSINESS T712 / Strategic Marketing

3 unit(s)

This course will introduce core principles of marketing and a portfolio of tools for analyzing and addressing marketing problems. The course will use lectures, guest speakers, case discussions, a computer-based simulation game, assignments, group work and reading materials. Students will learn to look at the business from a customer perspective, acquire and apply key strategic and tactical marketing concepts (including segmentation, targeting, positioning, pricing, distribution, product and marketing communications) and hone their marketing analysis and decision making skills. The goal of this course is to help students draw upon a combination of core marketing concepts and tools, critical thinking skills and data to make better strategic and tactical marketing decisions.