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MKM-5600 Marketing Management

This course is an advanced review of the marketing function within businesses and organizations. Emphasis is placed on understanding how organizations communicate the value proposition of goods and services, differences between marketing environments, the role of competition, and factors associated with marketing success as part of a firm's overall strategy. Specific attention is given to issues related to the marketing process, trends changing the marketing landscape, growth of marketing information, building and managing brands, and marketing strategy and the ongoing role of ethics. Skills are developed to understand the growth of marketing analytics to inform important decisions as it relates to pricing, promotion, branding and value creation.

Credits: 3

Offered in Jan 2024, Jul 2024, Jan 2025

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(Please visit the University bookstore to view the correct materials for each course by semester as the contents of the actual online syllabus may differ from the preview due to updates or revisions)