Thus, key concepts will be drawn from a variety of areas including marketing strategy, buyer behavior, marketing research, statistics, and accounting. The key feature of the course is a group project which is the development of an actual marketing plan for a product selected by the students. A series of exercises is also required which are to be completed individually. Regular class participation is expected and will be a component of the grade. Lectures do not systematically repeat reading materials.
Students are responsible for both lectures and readings.
It is the responsibility of the student to get all lectures notes. After completing this course we expect that you will be able to 1. Define target market opportunities and creates high-potential ideas. Understand customer needs, structure them, and prioritize the needs to define clearly the benefits and values that your product will deliver when you position it against competition in your target market segment. Evaluate the purchase potential of a new product and select a marketing mix.