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<<< click here to get back to the MASTER OF BUSINESS ADMINISTRATION (M.B.A.)
MKT 402 Advance Marketing (3 Credits)
This course builds on the core key Marketing concepts by providing students with a deeper appreciation of marketing strategy and planning, and the marketing decision-making process. This course is aimed at students who expect to either found or take a job as a senior sales or product marketing professional in a high-potential venture within the next five or so years. The high-potential setting has been chosen because problems and opportunities tend to stand out clearly under the conflicts between the expectations of employees and investors as they confront the constraints of time and raising money. While a range of different businesses are studied, the core of the of the coursework and reading revolves around businesses that are defined by their use of technology to create breakthrough opportunity.
The following are acceptable topics for this course:
- understanding consumer research and responses
- market communication and advertising
- brand positioning
- pricing policies and their implications
- managing distribution channels
- regionalization of marketing operations
- the challenges of emerging markets such as Vietnam and China
- Make marketing decisions in the context of general management.
- Control the elements of the marketing mix-product policy, channels of distribution, communication, and pricing-to satisfy customer needs profitably.
- Use this knowledge in a brand management simulation.
Recommended Text(s)
Marketing : Concepts and Strategies
Pride, William M./ Ferrell, O. C. Houghton Mifflin College Latest Edition
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