3 semester credits

When students see a highly successful product they may wonder whether the product was itself truly innovative or whether the product was unremarkable, but the marketing program was exceptional. Not surprisingly, a clear understanding of the importance of marketing, as well as a grasp of effective marketing practices, is essential for anyone who wishes to achieve a position of leadership. In this course, students gain a working knowledge of both marketing theory and the practical application of innovative marketing strategies. Students also come to understand how product, price, place, and promotion contribute to the marketing mix as they explore research-based insights into consumer behavior.