BUS 211 - Marketing Management

Credits: 3

Prerequisite: ECON 100, 180, or ECON 180A, or both ECON 101 and 102; ACCT 100; and at least junior class 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.