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Nov 26, 2024
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GREN 521/5221 - Marketing Management (3 cr.)
Description
Highlights the role of marketing as a process for creating value and managing customer relationships. The course addresses the marketing challenge of designing and implementing the best combination of marketing variables to carry out a firm’s strategy in its target markets. Further, this course seeks to develop the student’s skills in applying the analytic perspectives and concepts of marketing to such decisions as: segmentation, targeting, positioning, branding, pricing, distribution and promotion. The goal is to understand how the firm can benefit by creating and delivering value to its customers and stakeholders. The new role of marketing is emphasized including: stakeholder marketing, internal marketing, social marketing, customer relationship management and other recent trends in the market. This course takes an analytical approach to the study of marketing problems of for-profit and not-for-profit organizations.
Cross-listed
Same as .
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