MKMR 403A - Marketing

Institution:

Case Western Reserve University

Subject:

Description:

This course is designed to refresh and enhance student familiarity with fundamental concepts in marketing management, and with how those concepts are applied to solve realistic business problems. The course exposes students to basic marketing theory in the areas of consumer behavior and decision making (both individual consumers and organizational buyers), pricing strategies, channel management and its importance to marketing strategy, new product development and management and its importance to marketing strategy, new product development and management, and promotion management. Equal emphasis is given to analyzing business cases that deal with realistic situations where the theories described above can be applied. Considerable emphasis is also given to learning analysis techniques and back-of-the-envelope calculations that can be applied to case data (financial, market research results, industry reports, etc.) to gain further insights. Prereq: Open to ACL-MBA students.

Credits:

1.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.case.edu

Phone Number:

(216) 368-2000

Regional Accreditation:

North Central Association of Colleges and Schools

Calendar System:

Semester

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