MRKT 3200 - Marketing Management

3 hours

The student will explore the relationship between business value and customer value created primarily through Customer Relationship Management. The examination will investigate the processes by which Marketing builds value through a thorough understanding of the elements of the marketing mix - product development, distribution channels, and pricing strategies. The student will gain an understanding how Marketing is integrated in each element of the firm and the role of the Chief Marketing Officer in contributing to the strategic direction and success of the enterprise.