Marketing Management

Prof. Marco Protano
Required Core Course
Fall -- 1 credit
 
The objectives of this course are to introduce students to the strategic, creative and tactical aspects of marketing management as well as to sharpen skills for critical analytical thinking and effective communication.  Specifically, we will introduce students to: 1) marketing strategy and to the elements of marketing analysis: category analysis, customer analysis, competitor analysis, and company analysis; 2) familiarize and be able to plan the elements of the marketing mix (product strategy, pricing, advertising and promotion, sales and access); 3) enhanced problem solving and decision-making abilities in these operational areas of marketing; 4) presenting and defending their own recommendations (both written and verbal) and 5) critically examine and discuss the recommendations of others.  We will rely primarily on the case study method of learning augmented by mini-lectures to reinforce critical learning concepts.  Fundamental expectations include daily quality class participation, teamwork and individual analysis.  Marketing is both a creative and highly analytical endeavor which we will practice during our course in stimulating forums.