The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course analyzes the role of marketing in creating customer satisfaction, discusses the importance of market segmentation, targeting and positioning,starting from understanding customer needs and translating these into superior perceived value, quality and service for the target market, illustrates how to compose an effective marketing program and stresses the application of concepts through the use of case studies. Students should take First Year Seminar II from General Education Courses before taking Introduction to Marketing Course.
