GSM5107

Marketing is not advertising. Marketing is not persuading customers to purchase your products. The essence of marketing is to create satisfied customers. From a marketers perspective a satisfied customer is any entity whose expectations for performance of the product or service you provide is exceeded by the actual performance of the product or service. The course begins by building a model for creating satisfied customers in a for-profit setting in order to make sure everyone in the course understands the model. The model is then extended to the international for profit, the not-for-profit, and government settings. Students will understand how the principles in the private domestic sector are applicable to the public, not-for-profit and international contexts.

Atkinson Graduate School of Management

All Years

Spring Semester