Marketing is primarily responsible for managing the interface between the firm and the marketplace. In this role, marketing drives the revenues of the firm. Without robust revenues, the firm cannot be profitable. Therefore, marketing is of strategic importance to the firm. Marketing managers are in charge of a range of business activities, including innovation and new product development, designing and delivering services, sales, pricing and distribution, branding and advertising, and managing word-of-mouth and brand image using social networks.
This course is designed as a robust introduction to marketing principles, concepts, tools and techniques. The goal is to expose students to these elements as they are used in a wide variety of industry settings, including consumer and industrial goods, manufacturing and service industries, small and large businesses, and domestic and global contexts. The course will provide students with a deep understanding of how to conduct a market situation analysis by deeply understanding the 3 Cs — the company, customers, and competition; how to make sound decisions related to STP — segmentation, targeting and positioning; how to craft an effective marketing mix comprising the 4 Ps — product, price, placement (distribution) and promotion; and how to integrate these sub-steps into crafting and implementing a comprehensive marketing strategy.
Course Level: Appropriate for sophomores and above with no experience in the same subject area.
Sridhar Balasubramanian — also known as “Dr. B.” — is associate dean of the MBA program, the Roy & Alice H. Richards Bicentennial Distinguished Scholar and professor of marketing at UNC Kenan-Flagler. He is a widely published and cited researcher.
His research and teaching interests are in the areas of marketing and technology strategy, customer focus, innovation and growth strategy, services design and marketing, e-commerce, green and sustainable market strategy, game theory, and the management of competition. He specializes in bringing the tools and concepts of market focus and customer focus into other functional areas, including the management of the human resource function.
Dr. B. is an award-winning teacher and researcher. He was designated an MBA Master Teacher, has received the Weatherspoon Award for Excellence in PhD Teaching and the Award for Outstanding Dedication in the MBA Core, and has won the Best Teacher award four times in the Executive MBA programs.
Additional sections of this course led by Jamie DeMaria.
Mon, Wed 08:00pm - 09:20pm EDT