Marketing Management

Course Code
MKT 503
2.25 hours
  • Fall 16 (B)
  • Fall 17 (B)
No credit in MKT 501

Marketing Management --- This course is concerned with understanding 1) an entity's own goals and abilities and 2) its potential and existing customers and competitors as bases for setting objectives and making decisions about products, services, pricing, promotion, and distribution. The ability to analyze current situations and objectives, recognize impediments, and generate solutions is the foundation for creating, achieving, and maintaining competitive advantage. This is a management-oriented course designed to give students an integrative framework for analyzing marketing programs and making marketing decisions. Leveraging the Business School's action-based learning approach, student teams take an active part in course development by creating cases based on their own areas of interest. The course consists of a mixture of lectures, student case presentations, in-class exercises, and a case-based final examination.

Taught By
A. Yesim Orhun
  • Assistant Professor of Marketing
Yesim Orhun's research program focuses on exploring questions related to the relationship between market structure, product provision and price...
John Branch
  • Clinical Assistant Professor of Business Administration, Ross School of Business
  • Faculty Associate, Center for Russian, East European, & Eurasian Studies
Professor Branch currently teaches a variety of marketing and international business courses at the undergraduate, M.B.A., and executive levels, and...
S Sriram
  • Associate Professor of Marketing
Sriram’s research interests are in the area of brand and product portfolio management. On the issue of brand management, he has studied topics...
Eric Schwartz
  • Assistant Professor of Marketing
Professor Eric Schwartz's expertise focuses on predicting customer behavior, understanding its drivers, and examining how firms actively manage their...