Catalog

MBA 6106 - Marketing Management (2)

This course examines the role of marketing in today's organizations by attending to concepts and tools that are fundamental to good marketing practice. Topics include market analytics and research methods, competitive analysis, behavioral economics and pricing decisions, market entry strategies, brand and product management, social media and integrated marketing communications, channel management and distribution, and innovation and the generation of new business models. The course emphasizes the utility of the marketing mix while identifying and meeting customer needs, developing effective marketing strategies, ensuring quality of service, and achieving and sustaining competitive advantage. Marketing priciples are applied to products and services, profit and non-profit organizations, and consumer and industrial sectors. Restricted to Graduate level; Business Administration, Business Administration, Business Administration, and Business Economics majors