This mixed lecture and case course provides an overview of the functional area of marketing. The objectives of this course are to expose students to the problems commonly faced by marketing managers and to develop skills in analyzing marketing problems and preparing implementable plans of action based on analyses of given business situations. Cases and a marketing simulation are used to focus the discussion and to reinforce learning of key marketing concepts. The purpose of this course is to develop skills in the planning and execution of market research studies designed to acquire useful information for marketing decisions. It aims to familiarize students with techniques of research design, data collection, and analysis.
Emphasis is placed on evaluating the results obtained from such investigations.
Problems in Management Investigation in a specific management field. Suggested for students of senior-level standing.