Marketing At A Glance:
Total Credit Hours: 9
Key Benefits:
Understand marketing strategy and
planning
Focus on customer value creation,
delivery, and communications
Combining creative and analytical
skills
Prepares Students For Careers As:
Marketing managers
Product managers
Brand managers
Our Graduates Are Working With:
Procter and Gamble, Frito-Lay, Dell Computers, Burke Marketing Research,
Hewlett-Packard
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The Product Management
Module covers the complex, interdisciplinary nature of product
development and product management. Course content will address
the strategic issues that emerge during the product life cycle,
beginning with idea conception to product development to commercialization
to eventual product retirement. Such issues include defining customer
needs, translating customer needs into technical specifications,
analyzing markets, coordinating the marketing mix, conducting market
testing, launching products, managing brands, and idenitifying public-policy
issues.
The Global Management Module
addresses the cross-national forces that enable firms to design
and maintain competitive marketing and supply-chain networks across
multiple geographic locations. Focus will be on effective development
of global supply strategies that are not only difficult for competitors
to emulate, but that also lead to sustainable competitive positioning.
The Integrated Communications
Module covers strategies and tactics associated with communicating
value to customers. Topics include one-to-one marketing approaches,
the role of personal selling in the communication mix, and advertising
and promotions management.
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