Winter Session

MKT 567: Integrated Marketing Managemen

Graduate 3 credits

Marketing managers must be able to determine which customers their organization should serve, which products and services it should offer them, and how. This course is intended to develop an analytical framework for these decisions that permits managers to maximize their organization's return on marketing expenditures. Emphasis will be placed on developing a position in the marketplace that provides value to customers that is not readily duplicated by competitors. As a result, the first half of the course will develop models for understanding customers, competitors, and collaborators (e.g., suppliers and intermediaries). The second half of the course will examine tools available to marketers to execute strategic decisions. Prerequisite: MBA 505 or 36 credit MBA in Marketing Student