Focuses on designing tools, concepts, and strategies for problem solving in marketing management. Prerequisite: minimum grade of 1.7 in ELCBUS 301.
This course introduces students to the concepts, analysis, and activities that comprise marketing management, and provides students with the opportunity to practice assessing and solving marketing problems. Topics include marketing strategy, global marketing challenges, customer behavior, segmentation, market research, product management, pricing, promotion, channels of distribution, sales force management and competitive analysis.
Student learning goals
Learn the basic concepts of marketing.
Learn the process by which a marketing plan is developed by a company
Understand the disadvantages and benefits of specific marketing programs.
Understand each category of the Marketing Mix or the 4 P's of Marketing.
Understand the role and increasing importance of Service Marketing in the U.S. economy
Understand the role of marketing in the business organization, and its relationship to other business functions
General method of instruction
Lectures and case discussions will provide the foundation of the course. Students will also work on teams towards the development of a marketing plan for a new product or service
Class assignments and grading
Participation (16%), Quizzes and Assignments (50%), Final Project (34%).
Note: The above is subject to change. Please see Class Syllabus that will be provided in Class One