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The course focuses on marketing planning processes, concepts, methods and strategies with global orientation at the product level as well as the corporate level. It emphasizes the relationship between marketing and other functions, and draws upon perspectives from industrial economics, Corporate finance, and strategic management literature. Marketing strategies and practices of contemporary firms are discussed as they relate to industrial and consumer products and services. The overall objective of the course is to help students incorporate and apply the skills, methods and insights they have acquired in prior marketing and other business courses in the design and implementation of marketing strategies.
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