MKT 551 - Strategic Marketing, 3 credit hours

This course focuses on the managerial decision-making process of market segmentation, targeting, positioning, branding, pricing, delivering customer value, customer relationship management, consumer behavior, marketing online, leveraging databases, return on marketing investment, and the ramifications of marketing decisions. The course examines how marketing has been transformed by globalization, hyper-competition, industry consolidation, and technology. Students will develop both strategic and tactical marketing skills by working on real-world products/services using market research, segmentation approaches, international and product life cycle management, and financial analysis.