BUSINESS I604 / Creating Customer Value

3 unit(s)

Prerequisite(s): Only open to students registered in level 1 of MBA FT or MBA Co-op Programs.

Antirequisite(s): BUSINESS K603

Understanding customers and what they value is critical for organizational success. In this course, students will learn to look at the business from a customer perspective, learn key marketing concepts and understand how information and communication technologies can create value for customers. The first part of this course will focus on strategies to satisfy customers via specific choice of product, price, promotion and distribution. Emphasis will be placed on the importance of choosing appropriate target markets, as no business can satisfy all of the people all of the time. The second part of this course will focus on leveraging technologies and vast amounts of online data to better understand and serve one’s customers. Online strategies that add value to customers will be discussed. This course marries key concepts from the worlds of Marketing and Information Systems.