Marketing –

mkt571

(3 credits)

This course prepares students to apply marketing concepts to create and sustain customer value. Students learn to solve marketing problems in a collaborative environment. Topics include market research, customer relationships, branding, market segmentation, product development, pricing, channels, communications, and public relations.

This graduate-level course is 6 weeks. To enroll, speak with an Enrollment Advisor.

Topics and Objectives

Understanding Marketing Management
- Identify fundamental marketing concepts, trends, and tasks.
- Identify components of an effective marketing plan.
- Apply the market research process in developing a business solution.
Buyer Behavior
- Analyze how organizations build strong customer relationships and customer value through marketing.
- Explain the factors that influence consumer purchasing decisions.
- Analyze how markets are segmented to form target markets.
- Explain the important decisions involved in developing branding strategies.
Product Development and Pricing Strategies
- Apply a product development decision process to a new product or service launch.
- Describe marketing strategies that increase service quality.
- Evaluate pricing strategies and programs for setting and adapting the price of a new product or service.
Channel Strategies and Foreign Markets
- Evaluate marketing channel strategies for a new product or service.
- Evaluate strategies for entering foreign markets with a new product or service.
Communicating Value
- Evaluate factors involved in developing and managing an effective marketing communications plan for a new product or service.
- Evaluate advertising and promotion programs for a new product or service.
- Evaluate technology trends in marketing.
Public Relations and Ethics in Marketing
- Analyze the role of ethics and social responsibility in marketing.
- Evaluate public relations strategies for a new product or service.

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 –

mkt571

Understanding Marketing Management

Buyer Behavior

Product Development and Pricing Strategies

Channel Strategies and Foreign Markets

Communicating Value

Public Relations and Ethics in Marketing

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