Marketing Principles

Marketing as a discipline is really about understanding why buyers choose what they choose and then designing offerings, prices, channels, and communications around that insight rather than around what a firm happens to produce. You'll work through Kotler's framework while applying it to real situations via a case study, a marketing project, homework, and presentations, with a midterm and final tying the conceptual side together. It's a core business elective that complements the quantitative side of management — the segmentation, targeting, and positioning logic you build here shows up again in strategy, brand management, and consumer behavior electives downstream.