MBA 6140 - Marketing Management

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This course centers on creating customer value profitability in competitive markets. In an integrative fashion, it covers analyzing customer needs and preferences; estimating market potential; assessing market opportunities and threats in view of the focal company’s and its competitors’ resources and capabilities; developing market and marketing strategies; making astute product, pricing, distribution, and promotion decisions; and measuring marketing performance. Pedagogical vehicles include lectures, reading assignments, and case-based discussions and reports.