16:367 Marketing Management [Zhuang]

Prerequisites: 16:261 with "C+" or better grade.


This course will provide a holistic understanding of marketing from a managerial perspective through the exploration of marketing problems by case studies and simulations. Differently from the standard marketing program, this course is full of brain storming, discussing and practising.

Course Objectives
1. Understand the role and problems faced by a real-world marketing manager.
2. Develop your skill in identifying key issues in a business setting, develop a perspective that is supported with relevant information and integrative thinking, draw and assess conclusions.
3. Improve your communication skills to be a participating and effective team member.
4. Make “actual” decisions and continue the management of a firm through many stages. This allows you to test alternative actions and analyses to gain the “actual” experience as a marketing manager.

3 lecture hours per term, one term

Successors: 16:435.

Transfer Equivalents: Look up 16:367 in the BU Course Transfer Database.


Instructor: HEJUN ZHUANG