On completion of this course, students will:

• Apply marketing terminology, concepts and principles to current marketing situations using the case methodology approach;
• Examine the current competitive environment and identify factors influencing product market boundaries;
• Understand the principles of market orientation and how to integrate competitive intelligence to the overall marketing strategy;
• Apply a variety of analytical marketing tools to segment and target different consumer groups, and position products strategically;
• Understand how social media, advertising, public relations, and branding fit under the integrated marketing communications umbrella;
• Explore ways to differentiate products and services through brand identity, and examine brand equity and accountability from an organizational and customer perspective;
• Develop a framework for analyzing marketing situations and consider how consumer buying patterns impact product life cycle, new product development, and pricing strategy;
• Learn the key components of and develop an integrated marketing plan.