Marketing Management

Catalog description

This course is designed as a graduate-level introduction to the basic principles and concepts in marketing. The goal is to expose you to these concepts as they are used in a wide variety of business settings. The course will provide you with a framework that can help you make effective marketing decisions. This framework includes elements of a market situation analysis (company, customer, competition, collaborators, context), marketing strategy formulation (segmentation, targeting, positioning), and the marketing mix (product, price, placement/distribution, promotion) as the tactical implementation of a marketing strategy. Students will combine quantitative and qualitative analyses in applying the principles you learn in class to a variety of real-world marketing issues. The course covers what societal marketing is and how marketers can contribute more than just product or service value.