MKTG 615 Marketing (4)

This course examines multiple aspects of the environment relevant to the creation and distribution of goods and services, including global, ethical, political, social, legal, and regulatory issues. The course analyzes how buyer behavior, marketing research, and marketing information systems should both guide development and serve in achieving brand and customer relationship management goals. Also included is the analysis of new product development, pricing, marketing communications, and distribution decisions in market planning and marketing program implementation over the product life cycle. Emphasis is placed on the practical application of marketing concepts to case problems, student employment experiences, and the creation of effective marketing plans.

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

Grading Basis: Graded