MBA 6140 - Marketing Management

Credits: (3)
Typically taught:
Fall [2nd Blk]
Spring [1st Blk]

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.