Marketing

This course is based on the hypothesis that high performance firms depend on a sustainable pattern of new and innovative processes and products. Successful companies are examined in regard to their strategies for innovation and technology transfer. Technology alliances among industry, universities, and government are considered in order to increase the leverage of the individual firm. Benchmarking and commercialization from research to actualization is discussed through cases and examples.

Knowing how to manage and interact with customers is a key component for business success. Today, customer needs are continuously evolving as well as how products and services are purchased and consumed. Understanding consumer behavior concepts allows firms to investigate consumption habits and make better informed managerial decisions. The goal of this course is to provide an introduction to various theories and dimensions of consumer behavior, such as the consumer decision-making process, the influence of attitude towards the product, brand, and/or firm, and the impact of culture and subculture. Students will be exposed to how these concepts are linked and applied to marketing, to our roles as consumers, and to everyday decisions.

Every successful business has a strategy for how it provides value and earns profit within its particular industry. Focusing on the contexts of technology, innovation and entrepreneurship, this course develops analytic approaches for assessing the various aspects of strategy such as the competitive environment, the network of stakeholders, ethical implications, investor motivation, operational execution, and financial projections that are necessary to create a complete business plan.