MKT 6001Marketing for Managers

Catalog

Graduate students only. This course will provide a managerial overview of the marketing process in a contemporary, customer-driven organization. Students will explore strategy and decision-making in the context of marketing activities. The relationship between strategic planning and marketing will be explored, along with contemporary ethical issues in marketing management. Topics will include consumer behavior and decision-making; segmenting, targeting, and positioning strategies; strategic use of marketing research; and the implementation of marketing activities, using the marketing mix.