Note: 涩里番鈥檚 new Course Catalogue will replace the eCalendar. The Course Catalogue is expected to go live the week of April 22nd. When the new site is published, "mcgill.ca/study" will be redirected to the new Course Catalogue website.
Course information on this site is not reflective of offerings for the 2025鈥�2026 academic year. Some irregularities may occur as we move operations to the incoming Course Catalogue.
Tronc commun de gestion : The course concentrates on what may be the most scarce resource for most corporations today - the customer. The course examines how organizations research what the customer wants and needs. The course also looks at the social and psychological backgrounds of consumer choice and looks at the methods for grouping consumers into segments according to the heterogeneity of their desires. The firm's response to consumers is then considered. First, the need satisfying item is considered - the product. Following this, the elements of the marketing mix, distribution, pricing and promotion, are considered.
Terms: Hiver 2025
Instructors: Ma, Yu (Winter)
