MKTG 7012 - Marketing Management

The primary objective of this course is to introduce students to major concepts in marketing and show their application to conducting business in a global context. Additionally, the course will introduce certain diagnostic tools that will assist in analyzing marketing situations. At the conclusion of this course, students will have an enhanced knowledge and appreciation of the marketing function as well as improved analytical skills, specifically:  1) scanning and adapting to the business environment;  2) theoretical basis of marketing segmentation, intermarket segmentation techniques, and research and managerial aspects of targeting and positioning;  3) customer orientation, customer satisfaction, and value creation in marketing in a global context;  4) the use of competitive analysis in marketing decision-making;  5) managing the product portfolio;  6) theoretical foundations of strategic pricing decisions;  7) the major issues in strategic marketing communications;  8) the marketing components of supply chain management;  9) trends in marketing that have a major impact on businesses; and 10) marketing standardization-adaptation as a strategic framework for global markets.