Middlebury Institute of International Studies at Monterey

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MBAG 8571

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.
International Management
International Management
Intl Policy & Management
Requirements Fulfilled:
Equivalent Courses:
IMGT 8571


Fall 2017 - MIIS, MIIS First Half of Term

MBAG8571A-F17 Lecture (Sciglimpaglia)

Fall 2016 - MIIS

MBAG8571A-F16 Lecture (Higgins)