Middlebury Institute of International Studies at Monterey

Searchable Course Catalog

header image

MBAG8571A-F19

Marketing Management

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.
Course Reference Number (CRN):
91399
Subject Code:
MBAG
Course Number:
8571
Section Identifier:
A

Course

MBAG 8571

All Sections in Fall 2019 - MIIS, MIIS First Half of Term

Fall 2019 - MIIS, MIIS First Half of Term

MBAG8571A-F19 Lecture (Sciglimpaglia)