Marketing Management

Course Code
MKT 591
Hours
2.25 hours
Type
Core
Offered
  • Spring 16
  • Spring 17

Marketing Management --- This is a management-oriented course designed to improve students' business analysis skills and decision-making abilities. Throughout the course students are expected 1) to use the vocabulary and concepts of marketing, 2) to develop the ability to make decisions, 3) to support these decisions with analysis, and 4) to communicate their ideas both verbally and in writing. Major emphasis is placed on taking an integrative approach to marketing, addressing key decision areas of product, distribution, personal selling, advertising and pricing as they relate to overall corporate and marketing strategy. To achieve these objectives the course employs a mixture of case development and analysis, readings, lectures, written and oral assignments, and a case-based final examination.

Taught By
Puneet Manchanda
  • Isadore and Leon Winkelman Professor of Marketing
Puneet Manchanda’s main research interest is in building empirical models to solve strategic marketing problems such as resource allocation,...