BUS 2300 - Marketing Management

Prerequisite: ECON 100 or ECON 1001, and at least sophomore class standing.
Credits: 3

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.