MARK 4850 - STRATEGIC MARKETING MANAGEMENT

Institution:

Robert Morris University

Subject:

Marketing

Description:

This course provides students with a basic understanding of how decisions are made for new and existing products, and the effect of these decisions on the marketing plan. Areas to be examined include the product development process from creative methods of idea generation to test marketing. Market research, segment identification, and SWOT (strengths, weaknesses, opportunities, and threats) analyses are learned to prepare the student for writing a strategic product management plan that includes tactics for each phase of the product life cycle. Students are frequently involved with actual new products sponsored by various private corporations. Their activities include: conducting focus groups, examining new product acceptance, analyzing or writing a marketing plan for that product, and providing a series of recommendations to the sponsoring organization for their consideration. Prerequisites: MARK3600, MARK3700 and 90 credits.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.rmu.edu

Phone Number:

(800) 762-0097

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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