MGMT 4456 - Marketing Management

(3 CR, 3T + 0L)

The student will gain a comprehensive view and understanding of the role of marketing managers in today’s dynamic and rapidly changing global marketplace. They must provide their business with a vision for the future; monitor and understand a dynamic market environment; generate strategic options and deliver programs that sustain a measurable competitive advantage. The course focuses on these goals as well as issues that marketing managers are confronted with on a daily basis. It covers the most recent and relevant techniques and processes being applied to the functions of: strategy development; interpreting consumer behavior; market segmentation; B2C and B2B marketing; brand management; marketing communications; customer relationship management (CRM); distribution strategy; product pricing and promotion. The course also addresses the latest technologies in digital marketing and e-commerce.

Prerequisite(s): MKTG 2110 and MGMT 2110.