Games Marketers Play

Description

This quarter-long program will examine the art and science of marketing, as reflected in the theories, models and techniques employed in the marketing discipline today. While this program builds on concepts and perspectives explored in the fall program Marketing and (Anti-)Consumerism, it can safely be taken as an independent program, especially by more advanced or experienced students.

The focus of this program is on marketing as a contemporary, real-world practice, including the analytical tools and techniques used by professionals in the field. The primary theme will be segmentation, targeting and differentiation strategies for organizations, for-profit or non-profit, with an overview of topics related to product, distribution, communications and pricing issues.

Students will participate in a complex interactive team-based simulation which will also serve as an experiential laboratory for students to apply their concepts and tactics to a simulated marketplace under competitive conditions. Students will also learn how to prepare and update their written marketing plans for the product or service they are marketing in the simulated environment.