MKTG 605 Marketing Management (2)

Students learn to manage the marketing process in the context of the firm’s strategies and objectives. Topics to be covered include the marketing management process, marketing organizational structures, analyzing marketing opportunities, selecting target markets, developing marketing strategies, planning marketing programs, budgeting the marketing program, and implementing and controlling the marketing effort. Prerequisite(s): Waiver from MKTG 615 Marketing (4).

Student Learning Outcomes

Define, understand, and apply key marketing concepts, e.g., segmentation, positioning, targeting, marketing mix
Analyze the organization’s current market situation (“micro and macro”)
Develop and evaluate alternative marketing strategies
Formulate a marketing plan with justifiable and actionable recommendations
Present recommendations concisely and persuasively both orally and in writing