Dec 08, 2023  
2019-2020 Graduate Academic Catalog 
2019-2020 Graduate Academic Catalog [ARCHIVED CATALOG]

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MB 7700 - Marketing

2 lecture hours 4 lab hours 4 credits
Course Description
In this course, students learn the major elements of marketing and the marketing planning process, with a particular focus on identifying and addressing customer and stakeholder needs. Students design a marketing plan that includes market segmentation, target markets, and marketing mix. The critical components of connecting with customers and incorporating voice of customer are incorporated into the marketing plan by students. In addition, they learn to evaluate the marketing plan of competitive organizations and assess the effectiveness of marketing plans from a global perspective. (prereq: none) (coreq: MB 6310 )
Course Learning Outcomes
Upon successful completion of this course, the student will be able to:
  • Describe the major components of the marketing planning process
  • Develop and implement a stakeholder management plan
  • Design a marketing plan that includes market segmentation, target markets and marketing mix
  • Select an appropriate communication channel, tool or technology for a given message
  • Evaluate the marketing plans of different organizations
  • Judge the integration of the organizational strategic plan and marketing plan in an organization

Prerequisites by Topic
  • None

Patty Kramer

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