MGMT 411 Marketing Management

This course explores the management of marketing within an organization. Management of marketing requires an umbrella view of the organization’s customers, direct and indirect competitors, direct and expanded marketplace, and global factors. Students will understand how to work with other departments in the organization to create a seamless product, sales, marketing, and analytics collaboration. Students will learn through real-life business cases from brands they know. They will learn tactical applicable skills for successfully managing marketing in any organization.

Credits

4

Course Learning Outcomes

Upon successful completion of this course, the student will be able to:
1. Implement and understand the outcome of all aspects of a SWOT (strengths, weaknesses, opportunities, and threats) analysis. Develop actionable tactics based on the results of the analysis
2. Create a 360-degree system between product and marketing. Does the marketing match the product? Will the product hold up to the marketing? Based on analysis, can the product be adjusted to improve response?
3. Determine the tipping point of your customer and your products. What is the buying process of your customer?
4. Calculate the Lifetime Value of a Customer and develop a marketing budget to create a profitable brand and/or product campaign
5. Gather key information from existing customers, analyze the data, and apply that information in marketing campaigns
6. Create and implement a strategic marketing mix based on product, customer, and marketplace analysis
7. Implement data-driven decisions throughout marketing campaigns, and data-driven recommendations to other departments in your organization
8. Develop plans and contingencies for what will come next. Develop communication systems to allow for future pivot opportunities and needs