Different (formerly known as Consumer Marketing)

Course Number 1925

Professor Youngme Moon
Winter; Q4; 1.5 credits
14 sessions
Paper

Career Focus

This course is designed for students who plan to work in firms that market to consumers or who plan to work in companies that offer support to these firms (e.g., consulting).

Educational Objectives

The course was formally known as "Consumer Marketing." It focuses exclusively on the challenge of creating differentiation in consumer markets, and involves a reexamination of many of the core concepts introduced in First-Year Marketing. The course also introduces a number of new concepts associated with positioning, branding, promotion, and customer management. Cases focus on both popular and emergent brands in the areas of consumer products, consumer technology, services, fashion, and entertainment.

Course Content and Organization

The course will consist of 14 classroom sessions. Grading will be based on (1) in-class participation and (2) several written assignments.