Pricing, Marketing, and Expansion

Catalog description

In this course the student will investigate the contribution of marketing to a business. The student will justify the use of primary and secondary sources of information for marketing data while identifying the advantages and disadvantages of each. The student will apply the four steps of target marketing: mass marketing, market segmentation, concentrated marketing, and micro market toward competitive advantage. The student will also dissect the stages of the product life cycle in the competitive market environment addressing the importance of measuring return on marketing investment. Finally, the student will critique types of consumer buying behaviors and the stages of buyer decision making processes as they relate to the components of the marketing mix.