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MKTG 621 Marketing Management

Опубликовано на портале: 14-10-2003
Дисциплина: Marketing Management
Язык: Английский
Тематические разделы: Менеджмент, Маркетинг

Aннотация:
This course addresses the management challenge of designing and implementing the best combination of marketing variables to carry out a firm's strategy in its target markets. Specifically, this course seeks to develop the student's skills in applying the analytic perspectives, decision tools, and concepts of marketing to such decisions as product offering (including the breadth of product line, features, quality level, and customer service), communication programs (with an emphasis on advertising, sales promotion, and the sales force), distribution channels (the role of distributors, retailers, and other intermediaries), and pricing to capture the value created for the customer. The student's basic objective is to develop his/her own understanding and management skills in this critical aspect of general management. The instructors' primary objective is to stimulate and guide this process. The course uses lectures and case discussions, a five-page case analysis, and a final examination to achieve these joint objectives.
Format: Case studies, lectures, and class discussions.
Requirements: Regular class attendance, mid term and final exam (case study-based, approximately three hours). A significant portion of the student's grade is based on quality of contribution to class case discussions.
Prerequisites: None


http://hops.wharton.upenn.edu/programs/m...

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