XM 764 - Marketing Management

(2.00 cr.)

Restricted to EMBA students. Provides a broad background on the nature and scope of marketing management. Students develop an understanding of core marketing concepts. The focus is on the marketing mix-specifically, the controllable variables of product, promotion, distribution, and pricing-and how marketing managers use these elements to deliver value to their target audiences to gain competitive advantage in a global economy. Topics include consumer and industrial goods and services in the marketplace, as well as marketing tools for developing actionable plans.