Syllabus - MKTG721

MKTG721 - Marketing Management

Description:
In today's business world, success can often be attributed more to the genius of a company's marketing efforts than to the genius of its products or services. A clear understanding of the importance of marketing, as well as a grasp of effective marketing practices, is essential for anyone who wishes to achieve a position of leadership. You will gain a working knowledge of both marketing theory and the practical application of innovative marketing strategies. You will come to understand how product, price, place, and promotion contribute to the marketing mix as you explore research-based insights into consumer behavior. As your final course assignment, you will prepare and present a marketing plan of your own.

Outcomes:

  • Understand, explain, and apply the fundamental concepts and principles of marketing
  • Analyze, compare, and evaluate the strategies and tactics of marketing a product in two countries or cultures
  • Apply information gathering, measurement, and analysis to explore marketing opportunities relative to competition and the environment
  • Create a marketing strategy to position and differentiate offerings and brands

Required Text(s):

Armstrong, G., & Kotler, P. (2023). Marketing: An introduction (15th ed.). Pearson. ISBN: 9780137727766.