The course will involve lectures, case studies, and group brand projects. Matching marketing strategy with environment. Coordination between marketing and other business functions. Organization of marketing function and management of marketing process. Class discussion and course projects.
Content varies from quarter to quarter.
Theories and research in consumer behavior and related disciplines of social and cognitive psychology. Perspectie primarily from information processing or social cognition. Consumer categorization, memory, beliefs, attitudes, and attitude change. From an efficiency perspective, inter-organizational networks involved in task of moving goods and services from point of production to point of consumption. Literature covering the functional, institutional, analytical, and methodological traditions, as well as the behavioral school of thought and transaction cost and relational contracting.