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DESCRIPTION

This course develops the marketing principles by which products and services are designed to meet customer needs, priced, promoted, and distributed to the end user. The focus is on the application of these marketing principles to a wide range of customers, both internal and external. Topics include new product/service introduction and segmentation and positioning strategy.

OBJECTIVES

1. Identify the elements of marketing (e.g., communications, product/service development, distribution, pricing), the marketing plan, and the marketing audit
2. Compare and contrast marketing approaches and orientations across sectors, industries, and marketplaces 
3. Outline a market research plan
4. Forecast market potential and future demand
5. Evaluate emerging markets from a marketing perspective
6. Evaluate the product/service and market development processes
7. Evaluate alternative approaches (homogeneous, product/service differentiation, and target marketing) for market development
8. Evaluate current and alternative positioning strategies
9. Evaluate distribution channel options 
10. Evaluate various pricing strategies
11. Evaluate the key factors influencing the choice of marketing communication alternatives
12. Evaluate metrics used to measure the effectiveness of marketing management
13. Create a marketing audit
14. Integrate the role of marketing across functions

PREREQUISITES

None

TEXTBOOK(S)

Marketing Management (4th ed.)

Publisher: Cengage South-Western(2013)

Author: Iacobucci, D.

ISBN: 9781133629382

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, contact Academic Affairs academics@uofriverside.com