Areas of Study

Course Overview

This course covers the principles and tools used by managers to develop effective marketing strategies in a variety of business environments. Among the topics discussed: market opportunity analysis, segmentation, targeting and positioning strategies, competitive analysis, barriers to entry, and marketing ROI. Current trends in marketing will also be discussed. Real world cases will be extensively analyzed in class, with students playing the role of marketing managers.

Prerequisites: BUS 221, Business Department majors only, or permission of the instructor.

Credit: 3