MBA505: Marketing Management

Credit Hours:
3
Estimated Hours Per Week:
15

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

Upon successful completion of this course, students will be able to:

  • 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.
ENROLLMENT
To enroll in this course, please complete the online application.

Required Texts
MBA505 texts are available from the JIU/Follett Bookstore