This sequence represents the minimum time to completion. Time to completion may vary by student, depending on individual progress and credits transferred, if applicable. For a personalized estimate of your time to completion, call an enrollment advisor at 855-646-5286.
|Course Code||MRKT 6170||Course||Brand and Product Management||Credits||(3 sem. cr.)|
|Course Code||MRKT 6180||Course||Optimizing Marketing Performance||Credits||(3 sem. cr.)|
|Course Code||MRKT 6900||Course||From Marketing Strategy to Execution||Credits||(3 sem. cr.)|
Key differences exist between brand and product management, and, yet, both are crucial to the success of a product or service. In this course, students will explore the many elements of brand management, including brand architecture, the development and sustainability of the brand, brand positioning, and the perceived value of the brand. Students will analyze competitive information, and can learn to apply that knowledge in areas such as product differentiation. Throughout the course, students also will examine the critical business skills, tools, and techniques necessary for effective product management. Students will focus on the stages of a product's lifecycle, consumer demand and pricing, multichannel product management, and the fundamentals of profit and loss management.
How does one know which marketing channel is contributing to new sales? How does one optimize the online marketing spend to decrease acquisition costs and improve conversion? In today's budget-conscious corporate environment, marketing professionals are tasked not only with optimizing their marketing dollars, but also with being accountable for performance associated with each activity. In this course, students can learn how to determine relevant metrics, analyze and interpret performance data, forecast results, calculate return on investment (ROI), optimize marketing performance, and present campaign results.
How can a marketing plan help a business meet its goals and objectives? How can a marketing plan help capitalize on consumer insights and trends? How can the latest innovations and communication strategies be used to reach the target audience? In this course, students will be immersed in all aspects of developing a comprehensive 3-year marketing plan that aligns with an organization's business strategy and helps marketers make better decisions about their products, services, customers, brand, and competition. Students can learn to apply best practices for market segmentation, consumer insights, competitive analysis, brand positioning and strategy, and consumer acquisition and retention strategies, as well as developing tactical ideas for each strategy, and providing financial justification for the plan.