Marketing Management

Catalog description

This course explores the strategic role of marketing within a firm's overall planning process, focusing on the development of marketing objectives and comprehensive marketing plans. Students will examine how marketing technology stacks-including CRM platforms, marketing automation tools, and analytics software-support data-driven decision-making that aligns a brand's offerings with the evolving needs of target market segments. Emphasis is placed on applying advanced analytical methods to optimize marketing strategies in a dynamic, competitive environment. By the end of the course, students will have the skills to critically assess and implement marketing plans that drive organizational success.