This course emphasizes the role of marketing in creating value for customers, which leads to value for other stakeholders in a firm. The course covers such issues as value of products, customers and brands, methods for analyzing customers and competitors, customer segmentation, product positioning and the role of new technology. The course presents a general structure for analyzing marketing problems along with some specific quantitative tools, and provides students with a forum both for presenting and defending their own recommendations, and for critically examining and discussing the recommendations of others. Prerequisite(s): BUSI 110 or BUSI 101. Attributes: Business-focused Elective; Social/Behavioral Sciences