Marketing Management –

mkt551

(3 credits)

This course develops the marketing principles by which products and services are designed to meet customer needs, priced, promoted, and distributed to the end user. The focus is on the application of these marketing principles to a wide range of customers, both internal and external. Topics include new product/service introduction and segmentation and positioning strategy.

This graduate-level course is weeks. To enroll, speak with an Enrollment Advisor.

Topics and Objectives

Effectiveness and Integration
- Evaluate metrics used to measure the effectiveness of marketing management.
- Create a marketing audit.
- Determine how the role of marketing integrates across business functions.
Environmental Assessment, Planning, and Auditing
- Identify elements of the marketing plan and the marketing audit.
- Assess marketing approaches and orientations across sectors, industries, and marketplaces.
- Produce a situation analysis and a SWOTT analysis.
Market Research and Forecasting
- Outline a market research plan.
- Forecast market potential and future demand.
New Product Development
- Evaluate emerging product and service markets from a marketing perspective.
- Evaluate the product, service, and market development processes.
- Evaluate alternative approaches for market development.
Positioning and Promotion
- Evaluate current and alternative positioning strategies.
- Evaluate factors influencing the choice of marketing communication alternatives.
Pricing and Distribution
- Evaluate pricing strategies.
- Evaluate distribution channel options.

The University of Phoenix reserves the right to modify courses.
While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with a University Enrollment Advisor.
Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.

Marketing Management –

mkt551

Effectiveness and Integration

Environmental Assessment, Planning, and Auditing

Market Research and Forecasting

New Product Development

Positioning and Promotion

Pricing and Distribution

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