Develop the capabilities necessary to apply marketing theories and concepts to actual situations and current events, Apply analytical and critical thinking skills used in marketing decision-making, Understand the role that marketing plays in the larger organization (i.e. finance, operations, management, etc.), Develop marketing plans that incorporate both qualitative and quantitative elements, Use ethical reasoning in marketing-related decisions.

The course allows students to develop skills in dealing with strategic marketing problems found in both profit and non-profit settings. The focus is on a developing a framework for strategic marketing plans with emphasis on consumer and environmental analysis. Market segmentation, product positioning, marketing responsiveness, and competitive reaction will be explored. Exercises and case studies of firms' activities involving various aspects of marketing such as pricing, outsourcing, and promotion will also be used to enliven text material.