Extending the traditional marketing mix (product, price, place, and promotion) to respond to global and
technological opportunities and challenges, this course takes an innovative approach to the marketing function
by developing strategic thinking along two lines – customer satisfaction and profitability. Through market
analysis and research, students will develop a consumer mindset fundamental in the generation of successful
segmentation, positioning, new product, and overall branding strategies. Through marketing analytics,
students will develop a marketing ROI mindset and learn how to evaluate the profitability of strategic options
