This
course provides a decision-oriented overview of marketing management in modern
organizations. The most basic objectives of the course are to provide you with a
broad introduction to marketing concepts, the role of marketing in society and
in the firm, and the various factors that influence marketing decision-making.
You will be exposed, to and expected to learn the "language of
marketing" (meaning the terms, concepts, and frameworks used by
practicing marketing managers). In addition, the course will help you to develop
insight about creative selection of target markets and strategic decisions in
the blending of the Four P's, Product,
Price, Promotion
and Place, to meet the needs of a
target market. This course will also enable students to take advantage of its
electronic media to "surf the net" to explore successful
marketers and their use of Web sites as part of the marketing mix; seek out
demographic data and understand its role in market segmentation, and investigate
cross-cultural differences and their impact in international marketing. Topics
covered in this course include:
 |
Developing Relationships |
|
The Marketing Environment - Ethics & Social Responsibility |
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Global Dimensions of Marketing/Marketing Planning and Forecasting |
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Marketing Research and Decision Support Systems |
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Consumer Behavior |
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Business-to-Business Marketing |
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Market Segmentation, Target Marketing, and Positioning |
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Marketing of Services |
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Distribution of Retailing |
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Logistics and Value Chain Management |
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Pricing |
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Promotion, Personal Selling, and Sales Management |