NCC 5030 - Marketing Management

Summer, Fall. 2.5 credits. Letter grades only (no audit).

Limited enrollment. Johnson School core course. Non-Johnson students, see NCC 5530.

Summer, S. van Osselaer; Fall, S. Kim, K. Woolley.

The course is designed to introduce you to the fundamental concepts of marketing and customer-centric management that are relevant not just to marketers but to all business managers. After taking the course, you should be well prepared to formulate and communicate rigorous and practical solutions to commonly faced marketing problems across industries. This includes formulating a go-to-market strategy for a new product as well as strategies to manage existing customer relationships. A summary of the course goals is as follows:

1. Examine marketing strategy (market segmentation, targeting, and positioning) and the basic quantitative methods that support it.
2. Analyze the elements of the marketing mix (product, pricing, promotion, and channels), and demonstrate how each is used in a strategic manner.
3. Evaluate the basic principles of marketing research, marketing math, and consumer behavior required to formulate marketing strategy and to plan the elements of the marketing mix.
4. Improve problem-solving and decision-making abilities; strengthen written and oral communication skills to more effectively convey recommendations and solutions.