Catalog Entries |
Fall 2019 - MIIS
Apr 16, 2024 |
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| MBAG 8571 - Marketing Management |
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Management of the marketing function for a firm or organization. This foundation course includes understanding who, why, how, when, and where people and enterprises seek to satisfy their needs, interests and wants through buying and consumption of products and services, the identification and validation of market opportunities for fulfilling those desires, the development of products and services to do so, and taking those products and services to market through channels of supply, promotional programs and determination of pricing. It provides a foundation to these decisions and tools that are necessary for managers to do marketing planning and program selection and implementation, and covers such areas as a) creating product concepts and the development of value propositions, b) market segmentation and targeting, c) brands and brand equity, d) the use and value of marketing research, and e) the development and use of marketing plans. It is a fast-paced, rigorous case-discussion-based course involving actual case situations and decisions from business enterprises and organizations.
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