This course is for students interested in acquiring a working knowledge of the terminologies, processes, and practices needed to manage marketing in for-profit and not-for-profit companies. Learn fundamental concepts and models such as the Four P's, segmentation, consumer behavior, and branding, and explore the interdisciplinary roots of marketing in anthropology, sociology, economics, and psychology. Students are encouraged to consider target markets as subcultures, products as cultural artifacts, and consumer decisions as behavioral choices. Current trends and hot-button issues, including ambush marketing, corporate social responsibility, and green marketing, are examined. Cases and guest speakers help students apply theory to a range of industries and products, including nonprofits, art and design, packaged goods, and services.

This course is for students interested in acquiring a working knowledge of the terminologies, processes, and practices needed to manage marketing in for-profit and not-for-profit companies. Learn fundamental concepts and models such as the Four P's, segmentation, consumer behavior, and branding, and explore the interdisciplinary roots of marketing in anthropology, sociology, economics, and psychology. Students are encouraged to consider target markets as subcultures, products as cultural artifacts, and consumer decisions as behavioral choices. Current trends and hot-button issues, including ambush marketing, corporate social responsibility, and green marketing, are examined. Cases and guest speakers help students apply theory to a range of industries and products, including nonprofits, art and design, packaged goods, and services.