Course Description
A study of how marketing facilitates the achievement of the firm's objectives. An exhaustive survey of all core areas of marketing, including opportunity and competitive analysis, positioning and differentiation, marketing research, brands, IMC's, retailing, new product development, and the sales function, among others.
Athena Title
MARKETING MGT
Equivalent Courses
Not open to students with credit in MARK 8510
Semester Course Offered
Offered every year.
Grading System
A - F (Traditional)
Course Objectives
This course focuses on how marketing facilitates the achievement of the firm's objectives. Designed as an exhaustive survey of all core areas of marketing, including: opportunity and competitive analysis, positioning & differentiation, marketing research, brands, IMC's, retailing, new product development, and the sales function, among others.
Topical Outline
Introduction & Context Market & Opportunity Analyses, Marketing Planning,& Competition Marketing Segmentation & Targeting Positioning & Differentiation Buyer Behavior -- Consumer Markets (and Global Marketing) Buyer Behavior -- B2B, Government & Institutional Markets Marketing Research & Data Analysis Entrepreneurial Marketing: Starting and Growing a Business from Nothing Product Strategy, Portfolios, & Planning Brands / Brand Management / Brand Building, Extensions Distribution Strategy, Channels & the “Value Chain”; Services Marketing Pricing Strategy & Tactics New Product Development & Planning Integrated Marketing Communications (IMC) Retailing & Retail Management Personal Selling and Sales Management in Marketing Marketing & Its Impact on Society; Course Review & Exam Preparation
Syllabus