GBM 40000 - Marketing Management

Prerequisite(s): GBM 38100 FOR LEVEL UG WITH MIN. GRADE OF C AND GBM 38500 FOR LEVEL UG WITH MIN. GRADE OF C

Credit Hours: 3.00. Marketing planning and decision-making are examined from the firm and the consumer’s point of view. The course content includes product differentiation, segmentation, product policy, positioning, and commercialization. The discussions involve case analyses of how these concepts have been implemented in actual business operations. Criticism will involve the effectiveness of the marketing strategies selected and the decisions that were implemented. The primary assessment involves case analyses, case presentations, and an analytical assessment of a real case scenario. Typically offered Summer Fall Spring.

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