UMKC Catalog


Marketing (MKT) - Marketing Management
MKT 5501      Marketing Management
This course goes beyond the explanation of basic concepts of marketing. The goal is to present a strategic and integrative perspective of marketing in the contemporary digital, global and competitive marketing environment. The emphasis is on the interface between an organization's objectives, capabilities, resources and marketplace needs and opportunities. Examples of major topics to be covered are market-oriented philosophy and corresponding strategy, customer relationship management, branding and brand equity, services marketing, marketing ethics, defensive and offensive marketing strategies, product positioning, distribution and pricing strategies. Offered: Every Fall and Spring
Faculty: Bloch School of Management
Department: Mkt Supply Chain Mgt