Marketing Management

Course Description

This course examines the role and importance of marketing management in every organization competing in highly diverse local and global markets. Topics include aligning marketing with overall business strategy; assessment of internal and external environments; leveraging market research to understand customer needs and forecast demand; reorienting organization functions around customers; integrated marketing communications; and developing and measuring marketing plans.

Topics and Objectives

Customer Buying Behavior

• Identify marketplace needs.
• Explore drivers of customer behavior.
• Discern organizational buying behavior.
• Evaluate customer demographics and psychographics.

Customer Retention and Branding

• Assess the relationship between brand awareness and customer loyalty.
• Examine branding strategies.
• Describe various promotion techniques.
• Evaluate customer retention strategies.

Positioning and Segmentation

• Develop positioning and segmentation strategies.
• Explain the value of market research in decision making.
• Evaluate ethical considerations in marketing.

Internal Marketing Culture

• Describe how an internal marketing culture can better satisfy customer needs.
• Analyze the factors that influence internal marketing culture.
• Describe how consumers make decisions to purchase services.

Strategic Marketing

• Analyze the alignment between strategy and internal marketing culture.
• Evaluate the organization of a marketing department.
• Examine the phases of the strategic marketing process.

Measuring Marketing Success

• Develop a plan to integrate marketing with other business functions.
• Prepare an integrated measurement system to assess the alignment of marketing with other business functions.