RSM355H1

Managing Customer Value

This course builds on the foundation developed in RSM250H1 (Principles of Marketing) in a competitive simulation environment. While RSM250H1 focuses on the fundamental marketing elements for operationalizing this basic philosophy - segmentation, targeting, positions and 3 of the 4 Ps, this course is designed to advance a participant's understanding of designing and implementing marketing strategies and explore the management of the 4th P (promotion) in greater depth. In particular, participants will make decisions about all 4 Ps simultaneously and manage the interactions between them. A fee approximately $98 may be charged for simulation software licence. Not eligible for CR/NCR option.