In this comprehensive and practical introduction to marketing management, students improve their ability to make effective marketing decisions, including assessing marketing opportunities and developing marketing strategies and implementation plans. Course topics include market-oriented strategic planning, marketing research and information systems, buyer behavior, target market selection, competitive positioning, product and service planning and management, pricing, distribution, and integrated communications, including advertising, public relations, Internet marketing, social media, direct marketing, and sales promotions. Through a combination of interactive discussions, cases, practical examples, individual assignments, and a group project, the course applies marketing topics to consumer and business-to-business products, services, and nonprofit organizations. Students gain significant experience in communicating and defending their marketing recommendations and building on the ideas of others. (4 credits)
Proof of English proficiency is required of students whose native language is not English.
MGMT E-6000 Marketing Management (23262)
Spring term 2015
Carol Ann Clem, MM. Partner, Clem Cronon Associates Marketing Consultants.
Class times: Mondays beginning Jan. 26, 7:40-9:40 pm.
Course tuition: undergraduate credit $1,250, graduate credit $2,200
Limited enrollment.