Studies the interaction of human behaviors both within the organization and within the business environment. Discusses personal effectiveness and interpersonal skills and introduces the marketing management process. Topics include individual differences, leadership, conflict resolution, group decision making, creating high-performance teams, globalization of markets and measuring markets, consumer markets and consumer behavior, developing communication strategies, organizational markets, organization buying behaviors, market segmentation, management of products and services, the use of the Internet and other promotion tools, and marketing decision systems. Prerequisite: Third-year Commerce standing.

This course is a research-oriented class that examines how firms can leverage customer analytics to create, manage, and grow brands. The class provides students with a strategic framework and analytical tools to develop and execute data-driven strategies that enhance customer engagement and loyalty. Through lectures, analysis workshops, class exercises, and team projects, the course investigates the art and science of delivering customer value.