BUS 353 Marketing Management

This course focuses on how to put into practice the marketing concepts introduced in Principles of Marketing. Students will learn how to analyze the overall market, evaluate competitive position, create a marketing plan, and evaluate the success of that plan. Topics include: operationalizing customer value, market analysis, portfolio analysis, and strategic marketing planning. Students will put marketing theories into practice by creating an actual marketing plan and/or through a computer simulation. Prerequisites: 24 credits completed, BUS 253