Description
This course introduces the student to the concepts of industrial/business marketing and the marketing management process. Topics include the role of marketing in the business process; the determination of the marketing mix of price, promotion, and distribution; analyzing market opportunities, segmentation and positioning formulation and evaluation of marketing strategies, plans and programs; and marketing's role in new products. The course perspective is from the role of marketing in a total customer satisfaction driven organization.
Prerequisites
Materials
Required:- ON HOLD: Marketing Management, 13th ed. Philip Kotler, Prentice Hall, 2002
Course Learning Outcomes
Upon successful completion of this course, the student will:
- Gain an understanding of the concepts of business marketing and the marketing management process. The perspective is from the role of marketing in a total customer satisfaction driven organization.
Course Topics
- Defining marketing in the 21st century
Adapting arketing to the new economy
- Building customer satisfaction, value and retention
Winning markets through market-orieted strategic planning
Gathering information and measuring market demand
- Scanning the market environment
Analyzing consumer markets and buying behavior
analyzing business markets and business buying behavior
- Dealing with the competition
Identifying market segments and selecting market targets
- Positioning the market offering through the product life cycle
Developing new market offerings
Designing and managing global marketing strategies
- Setting the product and branding strategy
Designing and managing services
Designing and managing strategies and programs
- Designing and managing value networks and marketing channels
- Managing retailing, wholesaling and market logistics
- Designing and managing integrated marketing communications
- Managing advertising, sales promotion, P.R. and direct marketing
- Managing the sales force
Managing the total marketing effort
Prerequisites by topic
- Understanding the business management and serving customer needs.
Laboratory topics
Course topics by day
ACCE content
| General Education |
Math & Science |
Business & Mgmt. |
Construction | Construction Science |
|---|
| 0 | 0 | 0 | 0 | 0 |
ABET/EAC content
| Engineering topics |
Design |
General education |
Math/Science | Other |
|---|
| 0 | No |
0 | 0 | 0 |
ABET/TAC content
| Communications |
Math & Science |
HU/SS |
Tech Content | Other |
|---|
| 0 | 0 | 0 | 0 | 0 |
Coordinator
Stanley Kosmatka, Adjunct Professor
Last review
Bruce Thompson, Professor, Program Director, MSEM
on Nov 14, 2003
Last update
Bruce Thompson, Professor, Program Director, MSEM
on Nov 14, 2003
