BUKD-M596 Marketing Management
This course is part of core 2 - Your career trajectory will depend greatly on your ability to come up with and execute ideas to enhance the profitability of your company. The overarching goal of M596 is to provide you with the knowledge and skills to enhance profitability by serving customers’ needs better than your competitors. The Marketing function’s role is to identify known needs or uncover non-obvious unique needs among customers and help develop and deliver products/services that serve these needs. Marketing achieves these objectives using the 4 Ps of the marketing mix: product (think customer problem solution), promotion (think communications), place (think distribution), and price (think economic and financial outcomes). M596 will explore how you can create value for and capture some of that value from your targeted customer groups or segments. This is a dynamic class in that you will engage in active learning via case discussions and take part in lectures designed to explore and address complex marketing issues at organizations dealing with the marketing mix variables. You will learn how to launch new products, price them effectively, and design marketing channels to make it easy for customer to acquire your offerings. As such, the course will not only give you the knowledge and skills to drive profitable revenue, but in the process, it will prepare you for senior level management.