Marketing Management

Description

This course provides comprehensive and practical introduction to marketing management. It aims to enhance students’ ability to make and take effective marketing decisions, including assessing marketing opportunities and developing marketing strategies, relevant mix and implementation plans. The course topics include market-oriented strategic planning, marketing research and information systems, buyer behavior, target market selection, branding and competitive positioning, product and service planning and management, pricing, distribution, and integrated communications, including advertising, public relations, Internet marketing, social media, direct marketing, and sales promotions. Through a combination of interactive discussions, cases, practical examples, individual assignments, and a group project, the course applies marketing topics to consumer and business-to-business products, services, and nonprofit organizations. Students gain significant experience in communicating and defending their marketing recommendations and building on the ideas of others. The main target is to develop both effective marketing plans and marketing mix and develop students’ analytical skills of applying marketing principles to real complex business situations.

Program

MBA

Objectives

• At the completion of the course, students will be able to:  Comprehend marketing principles, concepts, theories and practices.  Demonstrate an understanding of marketing and the marketing process and strategies.  Identify the major trends and forces that are changing the marketing landscape.  Collect, interpret, and evaluate marketing information for decision making.  Train students to analyze complex business situations.  Select the appropriate product, price, promotional and distribution strategies.  Improve teamwork outcomes, communication skills and creative ideas for writing and presentation Evaluate the obstacles and challenges in building and managing brands.  Analyze the changes in marketing strategies during the product’s life cycle.  Evaluate the internal and external forces that influence an organization’s marketing strategy.  Assess the attractiveness of a market segment .  Evaluate the roles of ethics in marketing activities.  Apply the tools and concepts learned in the course to develop a customer-driven marketing plan, strategy and mix.