Marketing Management

Course Code
MKT 503
Hours
2.25 hours
Type
Core
Offered
  • Fall 19 (B)
  • Fall 20 (B)
Prerequisites
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
Marcus Collins
  • LEO Lecturer
Marcus Collins is an Award-Winning advertiser and a Lecturer of Marketing at the Ross School of Business, University of Michigan, where he helps...
Eric Schwartz
  • Arnold M. and Linda T. Jacob Faculty Fellow
  • Assistant Professor of Marketing
Professor Eric Schwartz's expertise focuses on predicting customer behavior, understanding its drivers, and examining how firms actively manage their...