| Course ID: | EMBA 7250E. 3 hours. |
| Course Title: | Marketing Management |
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. |
| Oasis Title: | Marketing Management |
| Duplicate Credit: | Not open to students with credit in EMBA 7250 |
| Nontraditional Format: | This course will be taught 95% or more online. |
| Grading System: | A-F (Traditional) |
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| 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 |