BBA304: Marketing Management

Credit Hours:
3
Estimated Hours Per Week:
12

Overview

This course examines fundamental concepts and issues in marketing. Students will learn to analyze an organization’s marketing environment and its potential customers. Based on these insights, students will discuss the key functions of marketing, which consist primarily of decisions related to product, price, place (distribution), and promotion. Students will investigate a wide range of related topics including:

  • The marketing environment
  • Segmentation, targeting, and positioning
  • Customer behavior
  • Product, price, place, and promotion

The course project is a Comprehensive Marketing Plan: Developing a Marketing Strategy. It consists of two halves: a research-based, analytical first half where students explore an organization and its environment, and a creative second half where they develop a strategy and tactics based on their understanding of the organization and its environment.

Learning Outcomes

Upon successful completion of this course, students will be able to:

  • Analyze a selected organization’s current approach to marketing.
  • Conduct a marketing environment analysis.
  • Segment a market and choose an appropriate target segment.
  • Develop a map of a customer’s product adoption process.
  • Conduct a customer behavior analysis on a target market’s buying behaviors.
  • Analyze an organization’s current product strategy and make recommendations for improvement.
  • Evaluate and choose between different pricing strategies.
  • Conduct an analysis of an organization’s marketing distribution channels and make recommendations for improvement.
  • Analyze an organization’s marketing communication management process and make recommendations for improvement.
  • Construct a final report to include a comprehensive marketing plan.
ENROLLMENT
To enroll in this course, please complete the online application.

Required Texts
BBA304 texts are available from the JIU/MBS bookstore