MN3145 Marketing Management

This course takes a general management approach to marketing, examining (1) marketing as s process that creates and sustains customer value; and (2) the manager's role in assuring that the firm delivers products that are successful in the marketplace. The curriculum will emphasize approaches to market research (the "voice of the customer"), innovation, creating customer value in product development, product management, and general management of marketing activities. Topics include: market oriented strategic planning, the TQM marketing process, market research, segmentation, target markets, differentiation, product management, the marketing mix, customer satisfaction, and e-commerce. Case studies are used extensively. PREREQUISITE: NONE

Lecture Hours

4

Lab Hours

0

Quarter Offered

  • Spring