MKT 850 Marketing Management

MBA Core Course - Integrated Skills Course

Who is your competitor? What is your product strategy? Marketing is the merging of crossroads of a firm. Without an integration of marketing in your firm's business plan, a firm will shrivel in the marketplace. By evaluating strategic business and marketing plans for specific companies and/or products, the students will gather real-world experience by identifying how companies affectively achieve growth. The course provides an overview of marketing's functions within the firm and expands upon that knowledge by discussing issues of global market segmentation, targeting and positioning; business to business marketing; understanding and protecting brand equity; product life cycle; consumer and buyer behavior; research design; integrated marketing communications; distribution strategy and value networks; and pricing strategy. A prerequisite course for this class is QMB 850, Business Forecasting. Students should expect to utilize that statistical analysis background from QMB 850 in evaluating business and marketing plans. An integrated course, MKT 850 ties together all of the functional areas as part of the firm's overall strategic marketing plan.

Course stresses:

• Oral and written communication.
• Critical thinking
• Problem solving

Catalog Description:

Focus on evaluation of marketing plans including current business and social trends. Oriented toward: developing an understanding of marketing problem definition and analysis; market segmentation and targeting; marketing mix strategy; primary and secondary data sources.

Course Prerequisites:

MKT 300 or MKT 825 or equivalent each with a minimum grade of "B-" and QMB 850.