BUS 434 - Marketing Management

A capstone course in the marketing curriculum that integrates previously presented principles and practices. The course is designed to develop an appreciation of the marketing executive’s viewpoint which focuses on managing organizational resources to fully understand customer needs and wants; develop compelling offering of products and services; effectively communicate with targeted customers; capture and deliver optimal value. Detailed case studies and projects will be used to explore the application of marketing theory to practical situations. Course work will be oriented to consider profit-oriented, not-for-profit and public-sector organizations.

Credits: 3

Class Level Senior Undergraduate
Program Undergraduate