Course Objectives

The objective of the MBA program is to help the student develop the skills required by the generalist manager to analyze marketing problems and opportunities, make sound decisions about them, and craft practical marketing strategies.

The course is designed to introduce and familiarize the student with the core concepts of marketing and the diverse elements of the marketing mix, their relation to one another, and their role in the development of a marketing strategy. The course is divided into two major modules.

• Searching and Defining Value
  
• Delivering and Measuring Value
  

Learning Methodology

Case analysis will be used throughout the course. The case method provides a means to understand relationships between various factors (i.e. corporate value and risk) within the context of actual business and economic conditions. Professors will be able to gauge the ability of students to articulate their understanding of these relationships and to predict how these relationships will change in the future.

A presentation of a group marketing strategy and plan, a few lectures, exercises, written exams may also be given in the course of the program.