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This course provides an overview of the foundations of superior marketing related to the preparation, execution, and support of marketing programs. Through the use of regional, national and global marketing case studies, students will practice the evaluation, formation and deployment of business-level marketing tactics geared to boosting market share, customer loyalty, and profits. Students will be provided with analytical frameworks enabling them to identify and innovatively resolve issues. A key emphasis in the course is understanding the powerful impact that marketing recommendations have on costs, price, sales volumes, product or service quality, and brand equity.