Please be advised: the information contained on this page is a general overview of the course. As course information is subject to change from one semester to another, please check DukeHub for the most accurate and up-to-date information about EGRMGMT courses.
At a Glance
- Instructor(s): Tony O’Driscoll, Stephanie Knight
- Semester(s) typically taught: Fall and Spring (beginning 2023-2024)
- Units: 3.0
- Grading scale: Graded (A-F)
- Required or elective for MEM degree? Required
- If elective, applicable elective track(s): n/a
- Pre-requisite: Enrollment in MEM Program
- Recommended previous courses: n/a
Course Description/Synopsis (from DukeHub)
Review basic concepts in marketing; marketing of high tech products and services. Product development with short life cycles, selling into complex supply chains, building advantage through innovation, the role of the customer in high tech and technology-intensive service industries, and marketing in volatile environments.
Course Syllabi
FALL 2023 EGRMGMT 510 Marketing Syllabus
A Word From the Faculty
“Marketing is about understanding and then fulfilling the wants and needs of a target audience. It also is concerned with developing and executing strategies that allow the firm to differentiate its offerings from other available options so that the firm can generate profits from its value creation, delivery and capture. The goal of this course is to provide you with the necessary understanding of the basic marketing concepts and analytical skills so that you can address how to create and fulfill customer wants and needs and, in the process, also obtain the necessary differentiation so the firm can generate value for and capture value from customers.” -Stephanie Knight, course instructor
Student Testimonials (from Course Evaluations)
- “Professor Driscoll transforms the class into an interactive space, transfixing you with his mix of wisdom, humor and uncanny ability to simplify complex concepts and handle tangential questions constructively. It was a joy to study with him and the class felt like a natural conversation.”
- “The course structure was good and incorporated the student’s need to learn new acronyms and concepts before diving deep. The team assignments and presentations prepared students methodologically in order moving from the phase of making good presentations and then pitching them in class.”
- “Coming from a pure technical background, I was anxious in the beginning if I will be able to cope up with the course. Thanks to prof Tony for making it so interesting with the inclusion of case studies of the companies we are customers of. I had a great time and proudly can say now I understand marketing to some extent well.”
