Businesses today are being defined by a network of partnerships and their customers. The onset of technology and globalization has led to the evolution of marketing. This course focusses on the changing role of marketing in organizations today and how to effectively incorporate marketing principles into defining the business strategy. It aims to build on the skills of students and enable them to analyze the marketing environment and utilize relevant tools useful for crafting and implementing marketing strategies in the context of various industries.
The course applies a combination of cases, discussions, lectures, simulation, and assignments to enhance students' skills in communication, analytics, critical thinking, multicultural nuances, and reflective thinking. The course materials draw from a variety of sources, including case studies and articles in various industries across the globe.
The course will be split into two modules taught by the professors listed above and then finally culminate into a project presented by the students. The project will be co-graded by both professors.