The primary purpose of this course is to determine how to develop marketing strategy. Upon completion of this course, students will be able to conduct market-planning and case analyses, solve common marketing problems, develop marketing strategies, and implement marketing campaigns. This course examines the role of marketing in creating value for an enterprise and helps students explore value creation through the application of segmentation, targeting, and brand positioning. The course illustrates key aspects of marketing mix programs (product, place, pricing and promotion) and demonstrates how market research, advertising and NPD (new product development) can support effective marketing decisions. Emerging trends in digital marketing, competition and globa lization are also examined. This course emphasizes experience-based learning to develop the necessary marketing knowledge and skills, and follows a logical sequence reflecting building blocks of Marketing Management:

  • Discovering Marketing Management
  • Using Information to Drive Marketing Decisions
  • Understanding Case Analysis
  • Developing the Value Offering – The Product Experience
  • Pricing and Delivering the Value Offering
  • Communicating the Value Offering through the Elements of Integrated Marketing Communications
  • Bringing It All Together – Global Performance Dimensions