Description

This course examines marketing as a major part of an organization's strategic plan. Readings and discussion for this class include the basic functions of marketing, segmentation of markets, marketing research techniques, and advertising and PR as part of the marketing campaign. Students work in marketing teams to analyze cases and produce a strategic marketing plan. Each semester, at least one team produces a marketing plan for a particular local organization in need of greater visibility. A speaker from the industry visits the class to give the students real world insights into marketing as a major part of the organization's strategic plan. Discussions also include aspects of both ethical and unethical marketing.

Program

MBA Marywood

Objectives

• This course examines marketing as a major part of an organization's strategic plan. Readings and discussion for this class include the basic functions of marketing, segmentation of markets, marketing research techniques, and advertising and PR as part of the marketing campaign. Students work in marketing teams to analyze cases and produce a strategic marketing plan. Each semester, at least one team produces a marketing plan for a particular local organization in need of greater visibility. A speaker from the industry visits the class to give the students real world insights into marketing as a major part of the organization's strategic plan. Discussions also include aspects of both ethical and unethical marketing.