BUS 211 - Marketing Management

Credits: 3

Prerequisites: ECON 100 or both ECON 101 and 102; ACCT 100; and at least sophomore standing. Preference to seniors and juniors who are BSADM, ACCT, JMCB or JMCS majors OR ENTR minors during first round of registration. No major preference or restriction for sophomores. 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.