MKTG 658 Marketing Management (4)

This course analyzes the environment relevant to the creation and distribution of goods and services. This environment includes the global, ethical, political, social, legal, and regulatory issues. The course examines buyer behavior, marketing research, and marketing information from a managerial perspective. Also included is the analysis of product pricing, marketing communications, and distribution decisions in market planning and marketing program implementation. Emphasis is placed on the practical application of marketing concepts to case problems and the student’s current employment experiences.

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