MBA505: Marketing Management

Course Credits:
3
Course Hours Per Week:
15

Course Overview

This course examines essential marketing concepts in the context of the new global and electronic marketplace. It offers a strategic approach to marketing by presenting a systematic methodology for analyzing problems and arriving at decisions that give organizations sustainable competitive advantages. Students will investigate a wide range of related topics including:

  • Product lifecycle and environmental analysis
  • Buyer behavior
  • Market segmentation
  • Marketing mix elements: product, price, placement, and communication

The course project is a robust Strategic Marketing Plan: Developing the Marketing Mix appropriate for the marketplace as assessed. The report will focus on a specific product or service, including environmental analysis, market segments to be targeted, strategic market objectives, and detailed development of all elements of the marketing mix.

Course Learning Objectives

  • Analyze market attractiveness.
  • Conduct environmental analysis.
  • Analyze buyer behavior.
  • Determine target market(s) and position.
  • Create a brand identity and product mix.
  • Determine pricing and placement.
  • Develop an integrated media communication plan.
  • Evaluate the viability and process for global expansion.