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Course Descriptions

As of 5/25/2020 5:33:09 AM

Marketing for Lawyers

Marketing is ubiquitous in modern society, but largely "hidden in plain sight". The overarching goals of this course are: to introduce the basic concepts of marketing management and its role in the organization, the economy, the law, and society; to develop knowledge and analytical skills useful for decision making; to tackle real-world marketing material, suggest managerial action, and write up findings concisely; to work effectively in groups; and to get a handle on marketing as it exists today, and where it's headed. Although this is a course on "marketing for lawyers", it's not aimed at marketing oneself or one's firm per se, but rather at acquainting students with the broad and varied areas of marketing that will crop up throughout their careers. At the conclusion of the course, participants will be conversant with break-even analysis, consumer behavior and decision processes, segmentation, distribution, advertising and promotion, international and services marketing, strategy, and the beginnings of marketing research. In other words, this is very much a survey course, designed to introduce students to all the major areas of marketing, with connections to the wider legal and economic systems as time permits.