MKT551 Marketing Management
Course Description
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.
Topics and Objectives
Environmental Assessment, Planning, and Auditing
- Identify the elements of marketing (e.g., communications, product/service development, distribution, pricing), the marketing plan, and the marketing audit.
- Compare and contrast marketing approaches and orientations across sectors, industries, and marketplaces.
- Produce a situation analysis and a SWOT analysis.
Market Research and Forecasting
- Outline a market research plan.
- Forecast market potential and future demand.
New Product Development
- Evaluate emerging markets from a marketing perspective.
- Evaluate the product/service and market development processes.
- Evaluate alternative approaches (homogeneous, product/service differentiation, and target marketing) for market development.
Positioning and Distribution
- Evaluate current and alternative positioning strategies.
- Evaluate distribution channel options.
Pricing and Promotion
- Evaluate various pricing strategies.
- Evaluate the key 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.
- Integrate the role of marketing across functions.
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This course is also available as part of these degree and certificate programs:
