Marketing Management: Theory and Application

A company's ability to create, capture, and maintain value for its customers will impact its ability to achieve optimal financial outcomes. This course explains how companies achieve their marketing objectives through customer value creation, market targeting, and optimal use of marketing resources to serve their target markets. Course material includes how to acquire, serve, and retain customers. Marketing strategy and the marketing mix are the main topics discussed in this course. Students will develop marketing strategies, implement them, and evaluate the strategies of a company in the automotive industry through Stratsim simulations.