Marketing begins and ends with the buyer. Hence, a marketing perspective on Product and Price Policy ought to focus on the study of delivering value to buyers in a manner that exceeds the value proposition of marketplace rivals, using both internal and external resources. From determining consumer needs to assuring customer satisfaction, a clear understanding of buyer behavior is critical to the successful formulation and implementation of product and price policy. To that end, this course is designed to provide prospective managers the intellectual tools necessary to design actionable product and price policies based on an understanding of buyer behavior. There will be a strong emphasis on managerial action, and multiple theoretical perspectives will be discussed.
prereq: MBA 6210/6211, MBA or Mgmt Sci MBA student
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