BADM 606 Marketing Management

3 semester hours

This course covers the essential principles of marketing management as a vital component of a business operation, emphasizing marketing’s strategic basis and the real-world utilization of both traditional and innovative techniques to influence both the trade and the consumer in making a purchase decision. Conceptualizing marketing as communication, we will take a customer-centric approach to: understanding what distinguishes our target audience, conducting strategic planning, developing the brand via the marketing mix, and employing marketing research techniques for both development and evaluation. We will explore how marketing guides business strategy, discovers and creates demand for products, and influences product development.