Description
This course provides a managerial view of the marketing process in a customer-driven organization. The course examines strategies and decision making as they relate to the design and implementation of marketing programs and the marketing mix. The critical role of marketing in strategic planning will be explored, as well as important international and ethical issues. Topics covered include gathering market and competitive intelligence; opportunity analysis; segmenting, targeting and positioning strategies; the role of marketing research; the new product development process; understanding consumer and business behavior; and developing integrated marketing communications. The course also studies emerging trends in both theory and business marketing practices.