CB455 Marketing Management, Strategy, and Research
This course examines best practices in marketing, development and management of effective marketing strategies, and the use of research to understand consumer behaviors. An emphasis will be placed on identifying those practices that lead to positive results in reaching target markets and building market share. Retailing practices are examined in this course, along with electronic commerce and online customers, to identify the most efficient and effective ways to reach consumers. Opinion research, such as surveys and focus groups, will be presented as a method for gathering valuable consumer behavior data useful in marketing efforts. The course explores marketing conditions that demonstrate the success or failure of marketing strategies based on the principles of consumer behavior and marketing sciences. This course focuses on the interplay of consumers and organizations and the importance market research for understanding consumers.
Available online only.