PMBA 6316 Strategic Marketing, Communications, and Research
Students will learn the 5-C framework to support choices related to market segmentation, target market identification, and product positioning. Tactical decision-making related to pricing, product characteristics, promotional activities, distribution channels, brand recognition, communication, and other aspects of the marketing mix will be covered. Special emphasis is placed on techniques used to increase market share including expanding internationally, defining boundaries for a firm’s product portfolio, and the strategic utilization of data. Emphasis will also be placed on formulating, implementing, and evaluating a firm’s integrated marketing communications strategy. Finally, students will do research to solve marketing problems. Key steps include defining the problem, generating hypotheses, selecting methods, analyzing data, and providing recommendations.