Controllable and uncontrollable marketing variables that managers face in today's business environment. Topics include factors affecting consumer demand (including issues of sustainability, environmental impact and ethical management) and methods of satisfying it, market structure, product selection, distribution, promotion, pricing and market research. Course structure, exercises, projects and case problems are designed to develop the students' ability to generate effective marketing strategies in the face of uncertainty.
- The unit value of a course section will be specified according to the program in which it is delivered.
Graduate course in the Master of Business Administration program offered by the Faculty of Graduate Studies.