END 433E - Marketing (and Sales) Management

Course Objectives

To provide essential elements of a marketing orientation; major concepts and principles of marketing (and sales) management; and, basic models of buyer behavior and their implications for marketing strategy; be able to apply marketing principles across a wide range of markets and cultures.

Course Description

Marketing: concepts and marketing process, marketing setting (marketing environment and marketing information system), buyer behavior (consumer and business markets), determining the target market, market segmentation, targeting and positioning, new product development, the product life cycle, marketing strategies, marketing decisions (product and service), competition, pricing and marketing channels, (sales management), marketing communications, globalization and (e-marketing). Cases.