MARKETING MANAGEMENT

Marketing Management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Marketing management seeks to meet organizational objectives by effectively satisfying customers in a dynamic environment. This course provides an overview of marketing processes and marketing principles, and provides students with the opportunity to apply the key concepts to practical business situations.

The course also focuses on formulating and implementing marketing management strategies and policies, a task undertaken in most companies at the strategic business unit level. The marketing management process is important at all levels of the organization, regardless of the title applied to the activity. Typically, it is called corporate marketing, strategic marketing, or marketing management. For our purposes they all involve essentially the same process, even though the actors and activities may differ. The course will provide you with a systematic framework for understanding marketing management and strategy.

Upon completion of the course, the student will:   

1. become familiar with the range of decisions implicit in strategic marketing management and planning.

2. be able to develop skill in using a variety of analytical frameworks for making such decisions.

3. have the understanding of how markets contrast in terms of: Their “enduring characteristics.”

4. understand their stage of development and how the nature of competition in such markets is impacted.

5. be able to develop the skills in planning a variety of marketing management tools, ranging from new product entry strategy to international market product life cycle management and strategy.

6. be able develop skill in organizing for effective strategic marketing and in implementing the market planning process.

Learning Methodology:

The learning methodologies employed in this course are a combination of Lecture and Labs, combination of Lecture, Hands-on activities, and Group Discussions. In order to successfully complete this course, students must also possess basic computer skills, the ability to follow written directions, and be able to read for comprehension.