This course is to have students (a) develop a curiosity and interest in marketing, (b) acquire sufficient basic skills to assist in their careers, and (c) maintain a permanent market orientation, whatever the career path. Students should leave the course with well‐developed abilities to:
- Analyze the market and business environment in which their organization is operating.
- Determine the major opportunities and challenges facing the organization.
- Develop a set of alternative marketing strategies, and select the most appropriate one.
- Convert the choice into an implementable, differentiated, and profitable action plan.