Course Catalog

MBAG8571

Marketing Management

Introduction to the field of marketing, which 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 foundational introduction to these principles and a few quantitative 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 case-discussion-based course involving actual case situations and decisions from business enterprises. Although the course provides only introductory-level knowledge of marketing management, it is a fast-paced, rigorous and demanding, graduate level course.


Prerequisites: Admission to the MBA Program and completion of MBA Core Managerial Accounting, or equivalent.

Subject:
International Management
Department:
International Management
Division:
Intl Policy & Management
Requirements Fulfilled:
Equivalent Courses:
IMGT8571 *

Sections

Spring 2015 - MIIS

MBAG8571A-S15 Lecture (Kropp)

Spring 2014 - MIIS

MBAG8571A-S14 Lecture (Kropp)
MBAG8571B-S14 Lecture (Kropp)

Spring 2013 - MIIS

MBAG8571A-S13 Lecture (Schill)
MBAG8571B-S13 Lecture (Schill)