This course introduces the student to the major marketing concepts and their role in the management of the modern firm. It includes a review of the evolution of marketing as a field of study and an analysis of the relationship between corporate strategy and the marketing function. The course explores buyer behavior in both the consumer and industrial markets, product and service positioning, target market development and segmentation, and management of the marketing mix. Marketing strategy formulation and program implementation are emphasized through case analysis and a term project. The objective of this course is to enable students to analyze business situations and develop strategies in terms of financial variables.
Computer software is used where applicable.
Price Theory and Industrial Policy Students examine economic theories underlying consumer and producer behavior for competitive and monopolistic markets. The application of those theories in the development of corporate policy also is addressed. Additional topics include antitrust policy, the economics of risk management, commodity and security markets, and international trade. This course deals with economic theories and social philosophies underlying contemporary issues and policies as they affect the modern business enterprise. This course covers the problems of inflation, unemployment, fiscal and monetary policy, productivity, and economic progress.