The Marketing of New Ideas
Course Objectives
As a managerial process, marketing is the way in which an organization determines its best opportunities in the marketplace. The managerial philosophy of marketing puts central emphasis on the customer. Accelerated technological change and globalization exert increased pressure on organizations to develop and transform their products, services, and marketing programs.
This course approaches the process of new product development and strategic marketing from the perspective of understanding customers and cultivating and nurturing customer relationships through the effective flow of knowledge resources within and external to the organization, with an emphasis on the importance of market research, and customer relationship management.
This course addresses the increasing importance of electronic commerce as a distribution and promotional channel for business and explores emerging New Economy marketing applications.
Finally, the course addresses issues of ethics and social responsibility in marketing management.