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 6 weeks. This course is available as part of a degree or certificate program. To enroll, speak with an Enrollment Advisor.

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.

Pricing and Distribution

  • Evaluate pricing strategies.
  • Evaluate distribution channel options.

Positioning and Promotion

  • Evaluate current and alternative positioning strategies.
  • Evaluate factors influencing the choice of marketing communication alternatives.

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.

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