MKTG240

The objectives of this course are to introduce students to the substantive and procedural aspects of marketing management. Specifically, the goals are to introduce students to marketing strategy and the elements of marketing analysis; to familiarize students with the elements of the marketing functions (creating value, delivering value, capturing value, communicating value); and to provide students with a forum (both written and verbal) for practicing and presenting their own recommendations as well as for critically examining the recommendations of others. Students will develop their own business idea throughout the quarter, apply the marketing concepts and tools discussed in class, and collect feedback from their classmates. Each session will have a lecture followed by an interactive discussion.