Home  |  Courses  |  GSBA 504  |  GSBA 551  |  GSBA 597 GSBA 504, Customers and Markets Course Description This course examines the key elements of marketing and the economic concepts that underlie them. Topics include creating and capturing value, analysis of industries, competitive structure and competitors, product differentiation; branding; pricing; promotion; and distribution. Common business processes and business skills practiced include formulation of a marketing strategy, developing and positioning a product; choice of distribution channels; promotional techniques; demand estimation; pricing decisions. Teaching methods are lecture, case studies, simulations etc., and a portfolio project. Course Objectives As a basic graduate course in marketing, GSBA 504 is designed to provide a survey of the marketing process in the firm and in society through an analysis of the environments that impact marketing. In addition, the course examines contemporary issues in marketing that affect the efficient and effective operation of both the micro and macro marketing systems. The most important objective of this course is for each participant develop an understanding of the field of marketing, including its scope, history, theoretical foundations, challenges, opportunities, and limitations. Specific objectives include: Enable students to appreciate the key role marketing plays in assuring the success of a firm. To provide students a familiarity with and an understanding of the fundamental concepts of economics and marketing. To make students familiar with the basic elements of an economic and marketing analysis. To illustrate how marketing interacts with other functional areas; To insure future general managers are aware of the important issues undertaken by marketers, and that a marketing attitude pervades their thinking. To show the importance of marketing activities at a broader societal level; and It is also hoped the course will develop the student's awareness of the many challenging career opportunities in marketing. You can also download the Course Syllabus: [ PDF 31 Kb ] Course Select a Course GSBA 504 Spring 2005 Sec. 1 GSBA 504 Spring 2005 Sec. 2 GSBA 504 Fall 2005 IMBA Month January February March April May June July August September October November December 2004 2005 OFFICE HOURS Mon and Wed 3:00 - 5:30 p.m. or by appointment. Email Soma or call 619.260.4889. I encourage you to contact me by e-mail first to maximize our productivity.