2018-2019 Graduate and Professional Studies Catalog 
    
    Jun 20, 2024  
2018-2019 Graduate and Professional Studies Catalog [ARCHIVED CATALOG]

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MG 5310 - Strategic Marketing


The goal of this course is to introduce financial decision-making and management techniques in a firm, including its relationship to financial markets and institutions and the impact of marketing on the firms overall strategy.  Topics include:  balance sheet analysis, capital budgeting, working capital management, capital structure of the enterprise, business valuation and managing risk.

 

Description Change, effective Spring 2019:

This course introduces marketing strategy in the context of a variety of businesses. A goal of this course is to introduce and reinforce financial and managerial decision making that play an integral role in a firm’s strategic position and approach. The characteristics and management of markets are described in topics that include the marketing environment, components of the marketing mix, market segmentation, and planning. This course focuses on formulating and implementing marketing management strategies and policies, a task undertaken in most companies at the strategic business unit level. This course will provide a systematic framework for understanding marketing management and strategy. Students will develop a foundational knowledge of marketing concepts and practices, marketing decisions making techniques, sources of financial support and strategies for their development, and apply that knowledge in the development of a marketing plan proposal. (4 credits)



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