Durham
Paul College of Business&Econ :: Administration
ADMN 960 (01) - Marketing/Building Customer Value
Marketing/Customer Value
Credits: 3.0
Term: Spring 2024 - Term 4 (03/25/2024 - 05/17/2024)
Grade Mode: Letter Grading
Term: Spring 2024 - Term 4 (03/25/2024 - 05/17/2024)
Grade Mode: Letter Grading
Class Size:
30
CRN: 53962
CRN: 53962
Serves as the core marketing course in the MBA program. Provides an introduction and overview to the theory and practice of marketing. Explores the theory and applications of marketing concepts through a mix of cases, discussions, lectures, guest speakers, individual assignments, simulations, and group projects. Focuses on understanding and building customer value in consumer, business-to-business, and services settings. Examines strategic marketing elements (segmentation, targeting, positioning), as well as executional elements (pricing, channels, promotion, and value proposition).
Only listed majors in section: BUSINESS ADM M, BUSINESS ADM OL, BUSINESS ADM PT
Only listed programs in section: Business Administration MBA
Instructors: Goksel Yalcinkaya
| Start Date | End Date | Days | Time | Location |
|---|---|---|---|---|
| 3/25/2024 | 5/17/2024 | M | 5:40pm - 9:15pm | PCBE 175 |
Additional Course Details:
Marketing/Building Customer Value
In today's competitive marketplace, marketing managers play a vital role in driving business success. This course provides students with the knowledge and skills necessary to effectively manage the marketing function within an organization.
Course Objectives
By the end of this course, students will be able to:
- Understanding Marketing Fundamentals: Explore the core concepts of marketing, including the marketing mix (product, price, place, and promotion), market segmentation, targeting, and positioning.
- Market Analysis: Learn how to conduct market research and analyze customer behavior to make informed marketing decisions.
- Strategic Marketing Planning: Develop skills in creating marketing strategies, setting objectives, and formulating marketing plans to achieve organizational goals.
- Product and Brand Management: Study product development, branding, and product lifecycle management.
- Pricing Strategies: Examine various pricing strategies, including cost-based, value-based, and competitive pricing.
- Distribution and Channel Management: Understand distribution channels, logistics, and supply chain management in marketing.
- Integrated Marketing Communications: Explore promotional strategies, including advertising, public relations, sales promotions, and digital marketing.
- Customer Relationship Management: Learn about building and maintaining strong customer relationships through customer-centric marketing approaches.
- Marketing Metrics and Analytics: Analyze key performance indicators (KPIs) to measure marketing effectiveness and make data-driven decisions.
Course Format: The course may be delivered through lectures, group discussions, case studies, background readings, practical exercises, and a simulation. Students may be expected to work on real-world marketing simulation to apply the concepts learned in the classroom.