Marketing is the process of turning wants and needs into decisions and actions. It involves a range
of activities designed to convey a persuasive message to a target audience. The course covers marketing
plans, qualitative and quantitative research, consumer psychology, product positioning and strategy,
pricing, packaging, brand equity, advertising, the marketing mix, customer value and business-to-business
global marketing. This course focuses on strategic marketing decision-making in a global environment. It
reviews concepts of marketing theory, select analytic tools and the dynamics of the marketing mix. The
primary focus is on developing skills to design and implement an effective marketing mix and to resolve
marketing issues in a given situation. Course objectives are accomplished through case analysis and
discussions reflecting a global perspective and assessed through the development and presentation of a
marketing plan in a group setting.