Applications of Marketing Concepts | MKT-6113

This course uses a case-study approach to introduce students to foundational concepts in the ever-changing marketing environment. Students analyze and solve common marketing challenges through the evaluation of real-world marketing case studies. Students examine the current marketing environment including concepts such as environmental scanning, segmentation, targeting and positioning, and marketing research. Students deepen their understanding of the marketing mix with analysis of product development and branding, pricing, distribution, and the many types of traditional and digital promotions. In addition to case analysis, students further develop their abilities to make informed marketing decisions through simulation exercises designed to emulate real-world scenarios faced by marketing managers.