Instructor: Sixue Zhang
Course Description
This course requires a comprehensive text. Help students learn how to create value through customer connections and engagement in a fast-changing, increasingly digital and social marketplace, it is more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, this class discusses fundamental marketing information within an innovative customer-value framework. Additionally, it is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.