MG 670 - Marketing Management

• Gain an understanding of the concepts of business marketing and the marketing management process. The perspective is from the role of marketing in a total customer satisfaction driven organization.

• Understanding the business management and serving customer needs.

• Defining marketing in the 21st century
• Adapting marketing to the new economy
• Building customer satisfaction, value and retention
• Winning markets through market-oriented strategic planning
• Gathering information and measuring market demand
• Scanning the market environment
• Analyzing consumer markets and buying behavior
• Analyzing business markets and business buying behavior
• Dealing with the competition
• Identifying market segments and selecting market targets
• Positioning the market offering through the product life cycle
• Developing new market offerings
• Designing and managing global marketing strategies
• Setting the product and branding strategy
• Designing and managing services
• Designing and managing strategies and programs
• Designing and managing value networks and marketing channels
• Managing retailing, wholesaling and market logistics
• Designing and managing integrated marketing communications
• Managing advertising, sales promotion, P.R. and direct marketing
• Managing the sales force
• Managing the total marketing effort