Catalog

MBA 6016 - Marketing (4)

This course examines the role of marketing in today's organizations and society by attending to concepts and tools that are fundamental to good marketing practice. Topics include market analytics, competitive analysis, behavioral economics and pricing decisions, market entry strategies, brand and product management, social media, integrated marketing communications, global channel management, and contemporary marketing models. Readings and cases emphasize the utility of the marketing mix as applied to products and services, profit and non-profit organizations, and consumer and industrial sectors.