Students participate in classroom presentations, discussions, team problem solving, and analysis of a series of mini cases. The course explores the principal concepts and tools of contemporary marketing management, from market segmentation and product positioning to the design of communications strategy, in order to facilitate the creation of an international marketing plan which will be delivered as a group project.

Course Objectives

• Establish the role of marketing within general management and its contribution to strategy.
• Develop the ability to analyze and understand customer needs and how to create value.
• Understand marketing program development and implementation.