GBUS 862 - Consumer Marketing

This course targets those students who intend to work in consumer marketing, advertising, consulting, or retailing. There are four modules in the course: Marketing Mix and Budgeting Decisions, Branding, Price Strategy and Tactics, and Product Line Policy. This 15-session course focuses on the use of marketing discipline to create and capture value and emphasizes the need for accountability in the marketing function. The course also adds to the analytical and conceptual frameworks introduced in the first-year Marketing courses. Instructional methods include cases, reading, lectures, guest speakers, simulations, and on-line exercises. (Y)

Credits: 1.5