NCCT 5030 - Marketing Management

Fall. 3 credits. Letter grades only (no audit).

Enrollment limited to: Cornell-Tsinghua FMBA dual degree students.

K. Boughanmi.

Marketing is at the operational core of any business. It is the primary source of intelligence about customers and the general competitive landscape for managers. This course emphasizes the role of marketing in creating value for customers, which in turn leads to value for other stakeholders in a firm (e.g., owners, shareholders, employees). Specifically, the course provides tools and frameworks for delivering value to the customers and the firm based on two complementary modules (i) Developing Marketing Strategies, and (ii) Developing Marketing Programs. The first module focuses on understanding the needs and preferences of customers to strategically design successful products and services. The second module focuses on developing programs to deliver these products to the customers and extract value for the firm. This framework maps to the 4Ps of marketing: Product, Place, Price, and Promotion, and leads to an integrated view of marketing management. The course is based on a mix of classic and state-of-the-art business cases, business press articles, academic research, and interactions with guest speakers who will illustrate direct field applications of the principles conveyed in the lectures.