Marketing Management
Dr. Sarah Johnson • 3 Credits
Course Description
This course addresses how to design and implement the best combination of marketing efforts to carry out a firm's strategy in its target markets. This course views marketing as a general management responsibility that involves selecting target markets and making decisions about product, price, promotion, and distribution to serve those markets effectively. The focus is on developing a logical approach to marketing decision-making through understanding customer needs and company/competitor capabilities.
Learning Objectives
- ✓Develop a strategic approach to marketing management
- ✓Understand customer needs and market segmentation
- ✓Design effective marketing mix strategies
- ✓Analyze competitive market dynamics
- ✓Evaluate marketing performance metrics
Course Syllabus
Week 1: Introduction to Marketing Strategy
Overview of strategic marketing concepts and frameworks
Week 2: Market Analysis and Customer Insights
Methods for analyzing markets and understanding customer needs
Week 3: Market Segmentation and Targeting
Approaches to segmenting markets and selecting target segments
Week 4: Positioning and Differentiation
Creating distinctive value propositions and competitive positioning
Week 5: Product Strategy and Management
Developing and managing product offerings
Week 6: Pricing Strategy
Setting prices to capture value and achieve objectives
Week 7: Distribution Strategy
Designing effective channel strategies
Week 8: Integrated Marketing Communications
Creating cohesive communication strategies
Week 9: Digital Marketing Strategy
Leveraging digital channels in marketing strategy
Week 10: Marketing Metrics and Performance
Measuring and evaluating marketing effectiveness
Week 11: Marketing Implementation
Executing marketing strategies effectively
Week 12: Future of Marketing
Emerging trends and future directions in marketing
Prerequisites
- MKTG5000: Introduction to Marketing
- ECON5100: Microeconomics
About the Instructor
Dr. Sarah Johnson
Dr. Sarah Johnson is a Professor of Marketing with over 15 years of experience in both academia and industry. She holds a Ph.D. in Marketing from Harvard Business School and has published extensively in top marketing journals. Her research focuses on brand strategy, customer experience, and digital marketing transformation. Prior to academia, Dr. Johnson served as VP of Marketing at a Fortune 500 company and as a consultant at McKinsey & Company.
Discussion Forum
Connect with the instructor and fellow students to discuss course topics, ask questions, and share insights.
Course Information
Next Offering
Fall 2025
Credits
3 Credits
Location
Online and On-Campus
Status
Open for Registration