Business Fundamentals: Marketing and Strategy

Description from DukeHub

This course covers two core areas of business: marketing and strategy. The marketing module provides an overview of the role of marketing in organizations by acquainting students with the fundamental issues and decisions involved in planning and managing marketing activities. It begins with strategic decisions of segmentation, targeting and positioning. Subsequently, it examines product policy, pricing, advertising and communications, and channels of distribution. Major emphasis is placed on developing an understanding of the underlying forces that influence marketing decisions, including customer behavior, competitive marketing activity, and organizational considerations. The strategy module examines topics related to the question: Why are some firms more profitable than others? It explores the sources of sustained profits in the face of competitive pressures. In doing so, it introduces concepts and skills necessary for managers, management consultants, and financial analysts to understand, craft, and support a firm's strategy. This course is for MSQM: Health Analytics students.

Skills

• financedescription: "pricing" and 1 more
• leadershipdescription: "strategy" and 2 more

AI-resilient: 1 of 5 1/5

• No: Physical, lab or field work
• No: Live work with people
• ✓Yes: Judgment someone is accountable for · "strategy"
• No: A craft you practice with your hands or body
• No: Small, in-person format

The checks lean on Microsoft Research, Working with AI (2025), which found generative AI applies least to physical work and hands-on work with people. A signal, not a promise. How the score works

More in QM

• Business Communication QM 507QB
• Business Communication QM 507QH
• Ethics and Legal Issues in Business Analytics QM 545QB
• Empirical Analysis for Business Strategy QM 564QB
• Data Analytics and Applications QM 700QB
• Data Analytics and Applications QM 700QH

All QM courses · All of Fuqua