MKT 402 - Marketing Management

Course Overview

This course is our introduction to marketing management. The key objectives of the course are (1) to provide the student with a series of frameworks for identifying, analyzing, and solving marketing problems and (2) to enhance the student’s ability to effectively communicate analyses and solutions. We first focus on understanding the three C’s – customers, the company, and competitors. Based on this analysis, we develop a strategy for our product(s) and discuss how a marketing strategy can be implemented through the elements of the marketing mix: product design, pricing, advertising & promotion as well as channels of distribution. The class sessions consist of classroom lectures and case study discussions. Rather than focusing on internalizing facts and institutional detail, the emphasis is on critical thinking and application of the fundamental marketing strategy principles to business situations at hand

Key Takeaways

• develop a practical understanding of marketing strategy and its role in the overall corporate strategy for creating value and earning profits, using the 3C – STP – 4P marketing framework
• learn to appreciate that all good marketing starts with segmentation and will become proficient at segmenting consumers to guide marketing strategy
• become proficient in applying tools such as Perceptual Maps and the Multi-attribute Model for developing and supporting marketing strategy
• understand the importance and difficulty of measuring the impact of marketing actions, and gain awareness of strategies for doing so.
• understand the essence of branding and how to develop strong brands
• explore alternative revenue models and advanced topics in pricing
• understand alternative distribution strategies and challenges in managing channels
• develop the ability to be clear and concise in business communications by succinctly identifying problems, providing clear recommendations, and supporting recommendations with compelling analyses