2012-2013 Academic Catalog

Nov 23, 2024

2012-2013 Academic Catalog [ARCHIVED CATALOG]

MKT 4400 - Marketing Management

This course provides the fundamental marketing principles and practices underlying a successful business enterprise. Students will learn the tools, concepts, analytical frameworks and skills for making marketing decisions and designing marketing programs. The course covers the processes and activities involved in effective marketing, as well as the strategic implications of being market driven. A fundamental goal of the course is to improve students’ critical-thinking and decision-making skills by requiring students to make and defend marketing decisions in the context of realistic, case-oriented and simulation-based problem situations. Topics include: segmentation, targeting, positioning, competitive strategy, strategic planning, forecasting, product development, pricing, promotion and distribution.

Prerequisites: ECON 4004, STAT 4006.