BBA 304: Marketing Management

Overview

This course examines fundamental concepts and issues in marketing. We will discuss what marketing is, and learn to analyze the marketing environment and our potential customers. Based on these insights, we will then discuss the key functions of marketing: decisions related to product, price, place (distribution), and promotion.

Learning Outcomes

Upon successful completion of this course, students will be able to:

• Analyze a selected organization’s current approach to marketing.
• Conduct a marketing environment analysis.
• Segment a market and choose an appropriate target segment.
• Develop a map of a customer’s product adoption process.
• Conduct a customer behavior analysis on a target market’s buying behaviors.
• Analyze an organization’s current product strategy and make recommendations for improvement.
• Evaluate and choose between different pricing strategies.
• Conduct an analysis of an organization’s marketing distribution channels and make recommendations for improvement.
• Analyze an organization’s marketing communication management process and make recommendations for improvement.
• Construct a final report to include a comprehensive marketing plan.

Required Texts
BBA 304 texts are available from the JIU/MBS bookstore