Credits: 3 credits
Students learn how to effectively analyze marketing problems and opportunities in a rapidly changing environment, and then develop appropriate strategies. Emphasis is placed on building long-term customer relationships and adopting a strong customer orientation through imagination, vision and courage. Topics include segmentation, targeting and positioning (STP); creating competitive advantage; marketing program development; implementation of the marketing plan; and developing and maintaining long-term customer relationships. A marketing strategy simulation, marketing project, or marketing audit is used to reinforce course concepts.
Prerequisite: FNCE 2120 (minimum C-) and MKTG 3480 (minimum C-) or equivalent
Note: Students cannot receive credit for more than one of MKTG 4460, MKTG 4461, BBUS 4460 or TMGT 4140
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