Prof. Qiang (pronounced as Chiang) Liu
411 Krannert Building
Thursday 2:00 pm-3:00 pm
Or by appointment
Class times and place:
MW 10.30 am – 11:45 pm, RAWL 1057
MW 12.00 pm – 1.15 pm, RAWL 1057
MW 3.00 pm – 4.15 pm, Krannert Building G018
OBJECTIVES OF THE COURSE
The course is designed to introduce you to the fundamental concepts of marketing strategy and
management, and to explain how these concepts fit into the larger context of overall corporate
strategy. In addition, this course seeks to sharpen your skills in analytical thinking and effective
communication in order to improve your decision-making abilities.
A summary of course goals is, therefore:
Introduce marketing strategy (customer, competitor, and company analysis) and the simple
quantitative methods that support it.
Introduce the elements of the marketing mix (product, pricing, promotion, and “place”), and
demonstrate how each is used in a strategic and tactical manner.
Improve your problem solving and decision-making ability and your ability to convey your
recommendations and solutions in both oral and written communication (primarily through
class discussion, presentation, and case analyses).
We will use reading materials, case discussions, in-class examples and exercises, marketing games,
and, possibly, guest speakers as means to apply the principles learned during the lectures to real-
world marketing problems. Keep in mind that effective management results not from simply
memorizing marketing facts and vocabularies, but from systematic critical thinking, reasoned
application of underlying principles, and strong quantitative and conceptual analyses.