COMM 2401

The objective of this course is to familiarize you with marketing’s mode of inquiry-the way marketers look at the world. As a marketer you should be able to: 1) ask the right questions about markets; 2) organize data into relevant information; 3) discover market opportunities; 4) set goals; 5) create a marketing plan that includes clear target markets, as well as product, price, distribution and communication strategies; and 6) implement and control a marketing program. A mixture of instructional methods will be used, including lectures, video cases, assignments, and current topics discussions. You are expected to prepare for class each week by prior reading of the assigned materials. Active participation is expected throughout the course.