marketing syllabus
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This course addresses the management challenge of designing and implementing the best combination of marketing actions to carry out a firm's strategy in its target markets. Specifically, this course seeks to develop your skills in applying the analytic perspectives, decision tools, and concepts of marketing to the following decisions:
1. segmentation and positioning (assessing market potential, analyzing customer behavior, focusing resources on specific customer populations and against specific competitors)
2. product offering (including the breadth of product line, features, quality level, and customer service)
3. pricing (capturing the value created for the customer)
4. distribution channels (the role of distributors, retailers, and other intermediaries)
5. marketing communications (developing an effective balance of advertising, sales promotion, and personal selling)
OBJECTIVES
Your basic objective is to develop an understanding and management skills in this critical aspect of general management. Our primary objective is to stimulate and guide this process. To achieve these joint objectives the course will use lectures and case discussions to help you:
1. Appreciate the value of marketing concepts when they are used as guides for understanding management problems and developing comprehensive marketing programs;
2...