BUS 211 - Marketing Management

Planned Offering: Fall, Winter
Credits: 3

Prerequisites: ECON 101 and 102, ACCT 201, and INTR 201; and at least junior standing (sophomores allowed in winter term). Preference to BSADM, ACCB, PAAC, JMCB or JMCS majors during the first round of registration. For Fall 2016 C1, C2, and C3 the prerequisites are: ECON 101 and INTR 201; and at least sophomore standing. An exploration of strategic marketing. The focus of the course is on the analysis of a firm’s current marketing strengths and weaknesses and the development of a strategic plan to capitalize on key opportunities. Topics include environmental analysis, market segmentation, targeting and positioning, and management of the marketing mix. Throughout the course, significant attention is devoted to international issues, the interrelationships between marketing and other disciplines, and the role of ethically and socially responsible marketing. Bower, Fox, Straughan.