| Course ID: | MARK 7510. 1.5-3 hours. |
| Course Title: | Marketing Management |
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. |
| Oasis Title: | MARKETING MGT |
| Duplicate Credit: | 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 |