Leading thinkers in electronic commerce have rediscovered the primary role of the customer in determining the success of a business.
Marketing provides the interface between the customer and the firm.
Marketers develop an understanding of the customer and then use a variety of tools to design, promote and deliver attractive value packages, while earning a profit. This course explores basic marketing concepts, such as segmentation, targeting and positioning, but also looks at how developments in information and communication technology are changing the way marketing is done. This course also gives students opportunities to sharpen their analytical and presentation skills through group discussion of case studies. The materials, links and comments presented in this site are based on information available to the public.