Course Title: Marketing Management
Campus Course Code: MRKT 6310
UTTC Course Code: MBAO 6315
Campus: UT Permian Basin
Program: MBAO
Course Description
An analysis of the customer/market relationships with the company in an open market system characterized by the presenece of strong competition within a very fluid business environment. Managerial decision making within this matrix will be stressed.
The purpose of this course is to expose the student to the wide variety of specialized vocabulary and tools that are available to the manager whose responsibility it is to manage some or all of the marketing functions of the firm. No business (or not-for-profit) entity is able to carry out its societal functions unless and until the member of the society receive the output of the organization's efforts. Most of the courses you encounter in an MBA program are geared toward developing "logics" of operational efficiency (and, to a lesser extent, effectiveness). Marketing is more focused on the attainment of the overall goals of the organization, especially as those goals relate to satisfying needs for customers and generating revenue for the organization.
Objectives
The primary GOAL of this course is to enable the MBA student to converse effectively about the "marketplace context". This means that the student will understand how marketplaces work from the perspective of the marketing decision makers of the firm. This objective deals not only with the economics of markets, but also with the myriad of social, cultural and other forces that influence the behaviors of markets. This goal will be met when the following major objectives have been achieved.
- 1. The student will master the basic specialized vocabulary of general marketing management.
- 2. The student will acquire an understanding of the relationships between markets, marketplaces and marketers, as well as the nature of the various influences on those relationships.
- 3. The student will acquire an understanding of marketing as mechanics of the relationship between the firm and society as a whole, and the ethical implications of those mechanics.
- 4. The student will acquire an understanding of firm not only as a partner in its domestic market context, but in the much broader context of the relationships between nations and their economic and sociocultural systems.
Materials
To see a complete list of materials needed for this course, as well as any important notes and instructions provided by the instructor, visit the UTTC Book Lists.
Credits:3
Level:Graduate
Faculty
Corbett Gaulden
cornbread@utpb.edu