The goal of this course is to expose students to fundamental marketing concepts and integrate these theories together to solve marketing business problems. This is a case-based course that asks students to use both qualitative and quantitative information that is available make recommendations for marketing problems. Particular emphasis is placed on linking marketing actions to firm strategy as it relates to the development of new products and the collaboration between business and engineering within the firm. Topics include strategic planning, segmentation, positioning, and the marketing mix.

The goal of this course is to expose students to fundamental marketing concepts and integrate these theories together to solve marketing business problems. This is a case-based course that asks students to use both qualitative and quantitative information that is available make recommendations for marketing problems. Particular emphasis is placed on linking marketing actions to firm strategy as it relates to the development of new products and the collaboration between business and engineering within the firm. Topics include strategic planning, segmentation, positioning, and the marketing mix.