Organizations operate in an increasingly complex, dynamic, and competitive environment. In serving their customers, organizations face constant challenges, particularly due to frequent changes in the environment. Marketing is a discipline that involves analyzing markets and harnessing available forces to best serve the organization’s customers. Marketing Management is the introductory marketing course in the Grossman School of Business. As such, this course is designed to introduce students to the principles and practices of marketing. Specifically, the objectives of this course are to: 1) provide you with an integrated view and appreciation of the marketing process; 2) introduce you to marketing terminology and concepts; 3) introduce you to the basic practices and problems in marketing and to the skills involved in marketing management; and 4) emphasize the importance of both predicting and analyzing consumers’ responses to marketing actions. The class is also designed to enhance your communication skills and build up your understanding of the dynamics of working with others. These are skills marketing managers need to succeed in the workplace.

This online course combines lecture material and discussion formats (using the online tools). Readings include material from the text and a required case packet.

Grades for this course will be based on the following: two exams, two individual case analyses assignments, and class participation through the online discussion board.