GBUS 520: Economic and Marketing Decision Making

This course integrates managerial economics and marketing management to equip students with the
analytical and strategic tools needed to make sound, data-informed business decisions in a global economy.
From the perspective of the firm, students examine how economic theory, cost structures, pricing strategy,
and global economic forces intersect with customer needs, value creation, segmentation, branding, and
integrated marketing execution.
The course emphasizes applied decision-making by linking microeconomic theory to real-world marketing
and pricing challenges. Students will analyze how firms design offerings, set prices, allocate resources, and
compete across markets while navigating globalization, technology, and ethical considerations. Throughout
the course, students synthesize economic and marketing frameworks, evaluate trade-offs, and create
original strategies culminating in an integrated Economic & Marketing Strategy Plan for an organization.
This apolitical, graduate-level course prioritizes synthesis, evaluation, and creation through case analysis,
applied research, discussion, and strategic planning.