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    Milwaukee School of Engineering
  Jan 16, 2018
2017-2018 Undergraduate Academic Catalog
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MG 670 - Marketing Management

3 lecture hours 0 lab hours 3 credits
Course Description
This course introduces the student to the concepts of industrial/business marketing and the marketing management process. Topics include the role of marketing in the business process; the determination of the marketing mix of price, promotion, and distribution; analyzing market opportunities, segmentation and positioning formulation and evaluation of marketing strategies, plans and programs; and marketing’s role in new products. The course perspective is from the role of marketing in a total customer satisfaction driven organization. (prereq: none)
Course Learning Outcomes
Upon successful completion of this course, the student will be able to:
  • 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

Prerequisites by Topic
  • Understanding the business management and serving customer needs 

Course Topics
  • 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

Michael Payne

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