MKT 630 - Marketing Management & Consumer Experien

Credits: 3
As the practice of marketing is constantly evolving, the course is designed to improve students’ understanding of marketing concepts, terminology, and critical thinking skills and to enhance their understanding of marketing decisions. The marketing management issues addressed are a.) buyer behavior, b.) market segmentation, targeting, differentiation and positioning, and c.) marketing mix elements and its synergistic relationships as an influencer of consumer demands, expectations, experiences and loyalty in an increasingly dynamic, complex, and uncertain global environment. Attention is also given to the topics of one-to-one marketing strategy, e-marketing, experiential marketing, and green marketing.