This course emphasizes the role of marketing in creating value 
for customers, which in turn leads to value for other 
stakeholders in a firm.  The objectives of the course are to 
improve students' ability to (i) assess market opportunities 
by analyzing customers, competitors, and the strengths and 
weaknesses of a company, (ii) design effective marketing 
strategies to maximize a company's chance of winning in these 
markets, and (iii) communicate and defend their own marketing 
recommendations and critically examine and build upon the 
recommendations of others.

1.  Marketing in the Network Economy
2.  Understanding Customers
3.  Managing the New Product Development Process
4.  Sizing Up the Opposition
5.  Demand Forecasting
6.  Positioning and Segmentation
7.  Pricing
8.  Managing Product Lines and Brands
9.  Product Testing and Test Marketing
10. Managing Integrated Marketing Communications
11. Managing Marketing Channels
12. Market Pioneering

Students are expected to adhere strictly to the University Honor
and Academic Honesty Policy, and to follow generally accepted 
standards of honesty in all assignments and examinations.