Topics include building brand knowledge and identities, marketing mix and brands, brand architectures, and brand equity.
Consideration of environment of pricing decision -- costs, customer, channels, competition, and regulation.
Introduction to considerations in development, implementation, and management of brands. Study of nature and determinants of consumer behavior.
Use of notion of customer life cycle as organizing principle and application to digital one-to-one marketing context.
Issues of personal selling, account management, determining sales force size, organization, and compensation plans. Coverage of channel selection, conflict, power, and control. Analysis of opportunities, distinctive characteristics, and emerging trends in foreign markets, including exploration of alternative methods and strategies for entering foreign markets; organizational planning and control; impact of social, cultural, economic, and political differences; and problems of adapting American marketing concepts and methods.
Management of marketing function: Analysis of when and how to apply specific pricing strategies, including two-part tariffs, quantity discounts, product differentiation, bundling, and auctions. Coverage of mass customization, parallel prototyping, cost reduction, and creativity.
Review of use and effectiveness of advertising and communication tools. Discussion of challenges to creating and maintaining strong brands. Evaluation of advertising and promotional policies from development through implementation Digital One-to-One Marketing Requisites: Detailed hands-on understanding of market research methodologies used in strategic assessment of customer perceptions and preferences.
Frameworks and analytical tools for interacting with customers and learning about their preferences as they evolve through four stages of customer life cycle: Products viewed through three lenses: Extensive use of case studies.
Examination of new product development NPD process with objective of learning key tools and methods and applying them to case studies, exercises, and course project.
Detailed study of decisions regarding media and forms of advertising and marketing communications to develop integrated strategies. NPD process also investigated through five key phases: Within this framework, development of key elements in annual marketing process.Anoka-Ramsey Community College is a multi-campus institution and a member of the Minnesota State Colleges and Universities system.
The marketing function is crucial to the health and survival of any organization. Economic, social, cultural and even political organizations increasingly recognize the importance of the marketing function in modern management.
Marketing Management. The exchange of goods and services is perhaps the oldest form of business known to humankind.
Students completing a marketing degree program can expect classes in business concepts, economics, consumer behavior, advertising, sales, etc. Students complete projects that are applicable to the real world.
Andersen Corporation, America’s premier window and door manufacturer, today announced its intent to build a new manufacturing and distribution campus in the western United States.
The company is working with the State of Arizona and the City of Goodyear, Ariz., regarding a proposed location. The function of this report is to outline and assess the performance of Andersen in the current market, and to propose the future marketing strategies in order to increase Andersen’s market share and profit.
B Global Marketing Management Requisite: course Analysis of opportunities, distinctive characteristics, and emerging trends in foreign markets, including exploration of alternative methods and strategies for entering foreign markets; organizational planning and control; impact of social, cultural, economic, and political differences; and .Download