Marketing is primarily responsible for managing the interface between the firm and the marketplace. In this role, marketing drives the revenues of the firm. Without robust revenues, the firm cannot be profitable. Therefore, marketing is of strategic importance to the firm. Marketing managers are in charge of a range of business activities, including innovation and new product development, designing and delivering services, sales, pricing and distribution, branding and advertising, and managing word-of-mouth and brand image using social networks.
This course is designed as a robust introduction to marketing principles, concepts, tools and techniques. The goal is to expose students to these elements as they are used in a wide variety of industry settings, including consumer and industrial goods, manufacturing and service industries, small and large businesses, and domestic and global contexts. The course will provide students with a deep understanding of how to conduct a market situation analysis by deeply understanding the 3 Cs — the company, customers, and competition; how to make sound decisions related to STP — segmentation, targeting and positioning; how to craft an effective marketing mix comprising the 4 Ps — product, price, placement (distribution) and promotion; and how to integrate these sub-steps into crafting and implementing a comprehensive marketing strategy.
Course Level: Appropriate for sophomores and above with no experience in the same subject area.
|MCCT – The University of North Carolina at Chapel Hill|
|Summer 2014 Sections||
Start Date: 06-09-2014
End Date: 08-08-2014
Mon 8:00pm - 9:20pm EST
Wed 8:00pm - 9:20pm EST