BUS521

Marketing is a critical business function that helps firms build a link between supply and demand to achieve profitability. This course deals with traditional and emerging strategies and techniques firms use to identify consumers’ wants and needs and to position the firm’s products and services to meet them in a contemporary setting. Topics include market segmentation and targeting, competitive analysis, product positioning, pricing, and advertising strategies, and forecasting methods to identify chasms and tipping points as students practice developing optimal marketing mixes in cases and simulations.