May 27, 2024  
2019-2020 Academic Catalog 
    
2019-2020 Academic Catalog [Published Catalog]

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CEMS 000/5203 - Bottom of the Pyramid (BOP) Marketing (3 cr)



Prerequisites
For AUC Students : MKTG 2101  ; MKTG 3201  

For non-AUC students :

- A course in principles of Marketing
- A course in Marketing Research

Description
 Product, price, promotion and place: these are the four key areas in which marketing influences consumers. This innovative course takes the stance that poor consumers are distinctly disadvantaged in each of these areas. Documenting the imbalance of the exchange process by describing the business practice of those who market to poor consumers, issues related to basic necessities such as food, housing and transportation are addressed, as well as the consumption of `sin’ products by poor consumers. The problems faced by those who target low-income consumers are also examined, including the conflict between sound marketing practices and marginally ethical or unethical applications of those practices to this target customer group.



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