Course: MKT 640. Marketing Management (3)
Prerequisites: ECON 500; GBUS 600; SOM 591 or equivalent. This course emphasizes the ability to evaluate and create customer-centric marketing management strategies including segmentation, target market selection, developing a value proposition, and building/defending brand equity, within the context of a competitive, dynamic and multi-dimensional global environment. Students make complex decisions regarding the integration of product, pricing, channel and communication strategies to provide value consistent with a brand identity. Students engage in active learning through case studies, simulations and/or client-based projects.