Marketing Management

Course #MN3145


This course takes a general management approach to marketing, examining (1) marketing as s process that creates and sustains customer value; and (2) the manager's role in assuring that the firm delivers products that are successful in the marketplace. The curriculum will emphasize approaches to market research (the "voice of the customer"), innovation, creating customer value in product development, product management, and general management of marketing activities. Topics include: market oriented strategic planning, the TQM marketing process, market research, segmentation, target markets, differentiation, product management, the marketing mix, customer satisfaction, and e-commerce. Case studies are used extensively. PREREQUISITE: NONE

Included in degrees & certificates

  • 721

Learning Outcomes

Students will:

·      Define and identify internal resources, constituencies, and systems, and activities in organizations, and explain the role of marketing resources in creating competitive advantage. 

·      Describe how lessons learned from the private sector can be applied to the public sector, including the Department of Defense (DOD) organizations to which students are currently assigned. 

·      Apply concepts and perspectives in marketing management to determine key success factors in the competitive environment to create implementation plans that maximize gains and manage risks. 

·      Identify key data elements, frame problems, recognize patterns, and analyze factors that can affect outcomes in various market environments. 

·      Analyze external and internal organizational environment factors that influence marketing strategy. 

·      Choose an approach for developing and executing marketing strategy considering the environment and the vison, mission, values, and objectives of the organization.

·      Describe the role of leadership in the execution of marketing strategy, with knowledge of the sources of inertia in individuals, organizations, and bureaucracies, as well as, understanding what steps can be taken to promote positive change. 

·      Summarize strategic issues and preferred courses of action based on market analysis that includes consideration of the cognitive aspects of leadership such as knowledge acquisition, comprehension, application, synthesis, and evaluation as well as the affective aspects of leadership such as values, beliefs, feelings, opinions, motivations, attitudes, behaviors, discernment, and social awareness.

·      Evaluate complex marketing management situations, propose comprehensive solutions, make quality recommendations under conditions of uncertainty, and reimagines how lessons learned from case studies can be applied in one’s own job. 

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Application Deadlines

  •  08 Jul 2024

    Fall Quarter applications due

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