MGMT 5700 Marketing Management

Prerequisite: Acceptance into the MSM program

This comprehensive and practical introduction to marketing management focuses on critical marketing skills needed by successful managers in all business functions. Students will improve their ability to make effective marketing decisions, including assessing marketing opportunities and developing marketing strategies and planning implementation. Topics include market-oriented strategic planning, effective marketing research, marketing analytics, individual and organizational buyer behavior, segmenting markets and target market selection, product strategies, branding, pricing strategies, distribution strategies, and communicating with consumers using various promotional tools. This course also emphasizes that firms must integrate these different elements of the marketing mix to ensure that all marketing activities collectively shape a coherent strategy.


3 credits

Lecture Hours


Lab Hours