XM 764 - Marketing Management

(2.50 cr.)

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. In addition, students engage with the field of marketing as it evolves today, with emphasis on the application of ideas to current marketing issues.