NCC 5030 - Marketing Management

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

Enrollment limited to: Johnson MBA first-year students. Johnson School core course. Non-Johnson students, see NCC 5530.

Fall: E. Garbinsky, S. van Osselaer; Summer: S. van Osselaer.

Understanding your core customer is important for all business leaders. This course will expand your knowledge of the fundamental concepts of customer-centric management. After taking the course, students will be able to formulate and communicate rigorous and practical solutions to commonly faced managerial problems across a variety of industries. The course will provide students with the background and tools to:

1. Analyze the elements of a company’s strategy (market segmentation, targeting, and positioning) as well as its marketing mix (product, pricing, promotion, and channels).

2. Improve managerial problem-solving and decision-making abilities while working on a team.

3. Strengthen written and oral communication skills to more effectively convey clear recommendations.

As part of the course, students will compete in the SC Johnson case competition with their core teams. They will apply course concepts to formulate a recommendation to a business problem, and defend their recommendation to a panel of faculty judges. Four finalist teams will be selected based on their analysis and communication to present to a panel of executives from SC Johnson for the chance to win prizes.