Overview of Course

Marketing is about creating value for existing and potential customers. At its core, marketing is creating, pricing, promoting, and delivering value-satisfying products. This course examines the business activities that provide existing and potential consumers with goods, services, ideas, and experiences. We will consider marketing strategically (“Who are our customers?” “Who do we compete against?” “What are the organization’s goals?”), as well as, tactically (promotion, product, pricing, and distribution decisions). At the completion of this course, you should be able to understand and apply marketing ideas and techniques, and apply this knowledge of the marketing mix to corporations, not-for-profits, and entrepreneurial ventures. Throughout the voyage we will use a constant comparison method of examining marketing practices across the various countries and cultures we explore.