MKT 6221 Integrated Mktg Management

This course is designed to develop an understanding of the role of marketing in organizations - not as a department, but as an orientation and basis for managing in a market emphasizing the customer in a competitive environment. The role of integrated marketing management is to help companies better understand customer preferences, link that knowledge to designing appropriate products and services for selected customers, and determine appropriate methods to communicate, to capture, and to deliver value. Successful firms are those that pursue objectives, employ resources, and invest in the future of an organization to consistently satisfy the needs of customers better than competitors. These ideas apply to both for-profit and not-for-profit organizations.


2 Credits