Marketing Management and Strategy

Catalog description

This course provides Marketing students with a solid foundation in modern marketing from a strategic, general management perspective. The concepts and techniques presented in the class address issues such as customer insights, competitive analysis, market segmentation, positioning strategy and marketing decisions that managers make to support and effective marketing strategy. To reflect the scope of today's business world, the course will approach marketing across a variety of contexts, incorporating diverse perspectives such as domestic and international products and services as well as conventional and unconventional communications methods.