MBAD640

This course provides an overview of marketing conceptual framework, application of concepts, and marketing decision processes that can be applied in formulating and implementing marketing management strategies. This course focuses not only on the application of basic marketing concepts and principles for managing an organization's marketing functions, but also on strategic decision-making for achieving and sustaining competitive advantages in the marketplace. This course involves understanding the marketing environment, consumer values, branding, and components of the marketing mix, market segmentation, and planning. Using case studies and group projects, students will learn how to formulate marketing objectives and develop a marketing strategy. After completion of the course, students will have an understanding of a systematic framework for marketing management and strategies and be able to integrate their knowledge in analysis and successful decision-making in all specialties of marketing.