Course Description

Designed for marketing research professionals, the course provides an overview of marketing management, including segmentation, targeting, and positioning; illustrates how customer insights inform key marketing decisions, including product development, advertising, and pricing; and introduces key vocabulary and metrics used in industry.

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Athena Title

Marketing Management

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Prerequisite

Permission of department

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Semester Course Offered

Offered every year.

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Grading System

A - F (Traditional)

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Course Objectives

• To understand the key areas involved in marketing management • To learn the vocabulary of marketing and common marketing metrics • To understand the importance of segmentation, targeting, and positioning • To understand the role of marketing research and insights in guiding decisions for the 4 P’s of marketing: product, promotion, price, and place

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Topical Outline

• Overview of Marketing Management • Segmentation, Targeting, and Positioning • Product and Branding Decisions • Advertising Decisions • Pricing and Distribution Decisions • Marketing Terms and Metrics

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