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3 credits; 3 lecture hours

This course focuses on the principles of marketing for the cosmetics and fragrance industry in the digital age and the many unique aspects of beauty as a business. Through an experienced-based approach, Harvard business case studies and workshops, students will learn the key topics in marketing including strategy, positioning, customer insights, the evolution of the retail environment, the omnichannel customer experience, social media, promotions, pricing, sales forecasting, and budget management. Prominence will be given to technology and how it disrupts the beauty industry.