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Nov 21, 2024
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MG 670 - Marketing Management3 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: graduate standing)
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
Laboratory Topics
None appended
Coordinator
Michael Payne
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