BU 420 - Marketing Management

Lecture Hours: 3
Lab Hours: 0
Credit Hours: 3

This course examines advanced marketing management strategy and implementation in competitive business environments. Students analyze strategic marketing decisions including market research, segmentation and positioning, integrated product and service management, brand development, pricing and promotional strategies, multichannel communications, and global marketing. The course emphasizes managerial decision-making and analytical frameworks for marketing planning and execution. Prerequisite(s): BU 230 with grade of C or better.