Marketing Management for Business Development

Catalog description

The primary goal of this course is to provide executive students with a broad overview of concepts, principles, and applications of marketing management necessary to make informed business decisions. This course covers all areas ofmarketing to provide an understanding of how marketing delivers value to consumers and customers. Topics include opportunity assessment, consumer insights, competitive analysis, segmentation, targeting, positioning / valueproposition, marketing mix, and marketing key performance indicators (KPIs). We employ a variety of approaches, including lectures, case studies, a group project, articles, and class discussions.