Marketing

An introduction to the adjustment of the firm toyits market environment with emphasis onycompetitive strategy. Also covers internationalyaspects of marketing. Upon successful completionyof this course, students should be able to: 1)yUnderstand the concepts of value and relationshipsyfrom the perspectives of customers, producers, andysociety; 2) Practice creating and managing strongybrands to create brand equity; 3) Build aymarketing plan, developing strategic planningyskills; 4) Understand the concepts of measuringyand managing return on marketing investment; 5)yDiscuss new marketing technologies; 6) Assessysocially responsible marketing around the globe.yPrerequisite: Sophomore standing or above.