BSNS 619 - Advanced Marketing Management

3 hours
This course is a study of marketing from a strategic management perspective, presenting a managerial approach to the role of marketing within business firms and nonprofit organizations. Emphasis is placed on strategic evaluation of internal (marketing mix) and external (competitive, economic, and social) forces. Learners have the opportunity to apply analytical concepts to such areas as customer analysis and buyer behavior, product or service policy and strategy, pricing, distribution, and promotion. Learners complete an individual research project on a market research or an advertising campaign of an actual organization, a group research project analyzing competing firms within an industry, and a computer simulation activity regarding the product life cycle. GR