Taught by Sushil Jhangiani
This course is designed to teach you the fundamentals of marketing keeping in mind an entrepreneurial context. The course assumes no knowledge of marketing, and moves from the fundamentals of defining and capturing value and understanding consumers to key marketing concepts such as segmentation, targeting and positioning, and then culminates in the in-market execution of positioning using a synergistic mix of product development, pricing management, communication and in market execution. The course also looks at brands, brand strategy and brand equity and their impact on consumer value and brand strength. We will look at marketing theory, but with a strong application bias. We will pick on our experiences as customers and how we are impacted by marketing as we seek to understand how to market products and services. You will be well served by relying on your experiences as consumers, and for keeping your eyes open and observing other customers as a marketer.
