Introduction to marketing from the perspective of the decision-maker; controllable variables (product, price, promotion and distribution), uncontrollable variables (competition, law, society, technology, and economy), consumer behavior and marketing research.

Basic research tools and procedures used in marketing research, and strategic uses of marketing research information in managerial decision making. Prerequisite: MARK112

The development of marketing strategy for a variety of service businesses including: the traditional marketing mix (4 P's) and the management of the service encounter, i.e., the interface between the service firm and the consumer. Exclusion: ISOM363 Prerequisite: MARK112

This course is designed to deepen understanding of pricing issues which marketing managers may face under some degree of market power. The course will develop basic pricing theories and concepts from economics and marketing and present managerial implications for decision making. Prerequisite: MARK112

[Previous Course Code: MARK329H] The fundamental character of business markets and the decision-making nature of organizational customers; different approaches to business marketing, as typified in the relationships between buyers and sellers, and built around the concept of value; current trends changing the face of business-to-business marketing; critical analysis and problem-solving with respect to business market management. Prerequisite: MARK112

Developing a comprehensive and integrated framework for directing and managing the marketing functions of a company; methods to analyze marketing opportunities, assess competitive advantages and forecast market changes. Prerequisites: MARK112, MARK222 and MARK242

[Previous Course Code: MARK245] Brand equity: intangibles as company name, brands, and their underlying associations, perceived quality, and proprietary resources; how brand equity contributes value; a well-defined structure for developing, managing, and leveraging brand equity for competitive advantage. Prerequisite: MARK112