BUS 211 - Marketing Management

Credits: 3

Prerequisites: ECON 100 or both ECON 101 and 102; ACCT 100 or 201; INTR 201 or all three of the MS Word Specialist, MS Word Expert, and MS PowerPoint specialist certifications; and at least junior standing (sophomores allowed in winter term). Preference to BSADM, ACCT, JMCB or JMCS majors during first round of registration. 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.