Oct 05, 2022  
2020-2021 Shepherd University Catalog 
    
2020-2021 Shepherd University Catalog [ARCHIVED CATALOG]

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MBA 540 - Advanced Marketing Theory

(3 cr) A study of advanced marketing management with emphasis on product, price, promotion, and distribution problem solving. The organizational environment within which marketing problems occur will be explored. Advanced Marketing is a course of study that exposes the marketing practice of organizations in the context of a rapidly changing contemporary environment. The course will weave together a study of classical marketing theory, strategic planning, market research, segmentation, and the marketing mix, as well as the evaluation and control of the marketing plan. In addition, applied cases from each student’s organization, text cases and personal profiles will be integrated with the weekly discussions, all of which will allow students to have a firm grip on foundational marketing management theory in their personal environment.



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