Summary: The course focuses on formulating and implementing marketing management strategies and policies, a task undertaken in most companies at the strategic business unit level. The marketing management process is important at all levels of the organization, regardless of the title applied to the activity. Typically, it is called corporate marketing, strategic marketing, or marketing management. For our purposes they all involve essentially the same process, even though the actors and activities may differ. The course will provide you with a systematic framework for understanding marketing management and strategy. Accordingly, the course emphasizes the following:
•Primary and changing perspectives on marketing management in the New Economy.
•The impact of interactive media on marketing management.
•Applied marketing management and strategy, domestic and global.
•An international focus in developing marketing management and strategy.

The course is intended for:
•Marketing concentration students who wish to deepen their understanding of marketing management in a strategy-planning context.
•Non-marketing concentration students who desire a course in marketing strategy, with a management and planning orientation.