MBAA 675 Strategic Marketing in Competitive Environments (4)

This course explores the cost and value of acquiring, servicing, and retaining global customers. It begins with a thorough understanding of customer segmentation, profiling, and purchase behavior. Using the framework of the marketing mix, it moves on to coordinating pricing, advertising and promotion, and sales and distribution. In the final session, the course explores the strategic role of marketing, from new product development to managing cross-functional relations, as well as the impact of marketing practices on the social system.

Student Learning Outcomes

Describe and discuss primary quantitative, qualitative, and secondary market research techniques in order to improve your ability to understand and appropriately question research reports that are provided to you as part of a decision-making process, especially those directed at the development of new product offerings
Understand the role and significance of advertising, public relations, personal selling, and sales promotion in order to improve your understanding of the strategic importance of appropriate communications with the firm’s external environment
Appreciate the value of marketing concepts in your specific firm and industry, with a special emphasis on pricing and distribution