"MAR3023: Principles of Marketing"
The focus of this course is upon social and economic issues confronting marketing decision-makers in a dynamic, pluralistic society. Marketing managers are responsible for accomplishing organizational financial objectives while simultaneously protecting and advancing societal interests. This dual responsibility presents an inherent conflict, or tension, for marketing decision-makers who are responsible for short-term economic performance and long-term social welfare. Through lecture, case analyses, and debates, students are exposed to a variety of marketing situations where potential conflicts, or tensions, arise between organizational and social objectives.