Course Description
An exploration of the foundation of strategic and tactical decision-making in marketing through intelligence gathering, environmental analysis, positioning of market offerings, and market segmentation. Topics of study include developing organizational focus on customers and markets, analyzing customers and competition, positioning strategy, product development, relationship logistics, and integrated marketing communications.
Athena Title
Marketing Management
Equivalent Courses
Not open to students with credit in EMBA 7250
Non-Traditional Format
This course will be taught 95% or more online.
Grading System
A - F (Traditional)
Course Objectives
This course emphasizes the role of marketing in creating value for customers, which in turn leads to value for other stakeholders in a firm. The objectives of the course are to improve students' ability to (i) assess market opportunities by analyzing customers, competitors, and the strengths and weaknesses of a company, (ii) design effective marketing strategies to maximize a company's chance of winning in these markets, and (iii) communicate and defend their own marketing recommendations and critically examine and build upon the recommendations of others.
Topical Outline
1. Marketing in the Network Economy 2. Understanding Customers 3. Managing the New Product Development Process 4. Sizing Up the Opposition 5. Demand Forecasting 6. Positioning and Segmentation 7. Pricing 8. Managing Product Lines and Brands 9. Product Testing and Test Marketing 10. Managing Integrated Marketing Communications 11. Managing Marketing Channels 12. Market Pioneering
Syllabus