An overview of the marketing function, its importance to strategic decision making in business, and its practical relation to other functions withing the organization and in the external environment, the course is designed around the very easily accessible concept of "The Marketing Mix." Students explore how marketers analyze and segment markets, select certain segments to "target" and then position their products to respond to the needs of those segments. They investigate the challenges involved in researching, creating, promoting, pricing, and distributing products to target customers.

*Course content subject to change