MARK4850-A Strategic Marketing Management    (Summer 2013)

Course Details
Course Description
About The Instructor
Course Details

Session, Dates: 7 (06/03/2013 - 07/27/2013)

Days: W

Time: 06:00 - 10:00 pm

Location: Moon Campus

Room: Hale Center 304

Seats Available: 32 Seats

Credits: 3

Course Description

This course provides students with a basic understanding of how decisions are made for new and existing products, and the effect of these decisions on the marketing plan. Areas to be examined include the product development process from creative methods of idea generation to test marketing. Market research, segment identification, and SWOT (strengths, weaknesses, opportunities, and threats) analyses are learned to prepare the student for writing a strategic product management plan that includes tactics for each phase of the product life cycle. Students are frequently involved with actual new products sponsored by various private corporations. Their activities include: conducting focus groups, examining new product acceptance, analyzing or writing a marketing plan for that product, and providing a series of recommendations to the sponsoring organization for their consideration.

Prerequisites: MARK3600, MARK3700 and 90 credits.

About The Instructor

Steven R. Clinton, Ph.D.
Department Head, Marketing
 Marketing
Associate Professor of Marketing
 Marketing

clinton@rmu.edu
412-397-6360 phone
412-397-2172 fax
Massey Hall 230

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