MBA 5501 Advanced Marketing

MBA 5501 Advanced Marketing

An overview of advanced topics in marketing planning, strategy, analysis, and control. Emphasis on consumer needs and analysis, market position, competition, and public policy environment related to marketing activities.

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Objectives

1. Explain both the marketing concept and the holistic marketing concept.
2. Analyze the macroenvironments as related to the marketing process.
3. Illustrate the use of marketing research and the forecasting of demand.
4. Describe the development of customer value, satisfaction, and loyalty.
5. Explain the use of customer relationship management in cultivating customer relationships.
6. Illustrate the consumer buying process and the organizational buying process.
7. Illustrate market segmentation, market targeting, and brand equity.
8. Describe positioning and differentiation strategies.
9. Illustrate the development of product strategy and explain competitive strategies.
10. Explain the marketing strategies for service companies.
11. Identify and explain the various pricing strategies.
12. Describe the management of the retail and wholesale business.
13. Classify the management of advertising, sales promotion, events, and public relations.
14. Identify and explain direct marketing and personal selling.
15. Outline and describe new product development.

PreRequisites

None

Textbook(s)