Catalog 2014-2015

MKT 609 Marketing Management and Customer Value

For graduate students only. Examines the development and evaluation of marketing, planning and strategy from a managerial perspective. Integrates the delivery of high levels of customer value (delighting customers), which enhances the "connection" between the firm and the customer, ultimately leading to more loyal, profitable customers. Measurement of marketing metrics, decision theory, pricing and promotion are also topics. Covers applicable research techniques, as well as contributions from other disciplines in the context of marketing management.

Credits

4

Prerequisite

MKT 500, ECO 500.

Offered

fall and spring semesters