BUS 4057 Marketing Management
This course is designed to introduce students to basic marketing concepts and functions in modern firms. The course focuses on marketing functions and strategies firms may undertake to meet the needs of their stakeholders. Discussions will involve the role of marketing and business environment in which firms face their primary challenges and opportunities; strategic considerations including segmentation, targeting, and positioning; and specific marketing mix decisions to help execute a marketing strategy effectively. Case study will be used to bridge the gap between theory and praxis, emphasizing the application of concepts students have been introduced to in earlier marketing courses. Pre-requisite:
BUS 3012