Marketing Management

Course 1 of 7: MBA Core Curriculum MicroMasters 7 Weeks 8 - 10 hours each week
811

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About this course

Mark Cuban, owner of the Dallas Mavericks, puts it bluntly: “No sales. No company.” Every organization needs effective marketing to match its products, services and experiences to customers, and maintain and grow its revenue. In this course you will learn the keys to successful marketing, from using traditional and digital media channels to build brand awareness, to using consumer and behavioral research in order to better match your product to your customers’ wants and needs.

In this course, you’ll learn to:

  • Identify target customers and analyze and understand their needs and desires.
  • Define your offering’s value proposition and positioning.
  • Identify the right target customer segment, and create a go-to-market strategy and integrated marketing campaign
  • Define key performance indicators and analyze the results.

By the end of this class, you will understand how to assess the competitive playing field, understand your competitor’s brand position, and map your own organization’s position, strengths, and weaknesses, to create or capture competitive advantages.

 

What you’ll learn

  • Marketing methods to help you identify successful strategies and tactics
  • How to apply marketing frameworks to real-world business problems
  • How to create strategic, research-based marketing plans
  • How marketing skill sets support your role as a successful mananger/leader

Meet Your Instructors

P.K. Kannan

Professor of Marketing, Dean’s Chair in Marketing Science at University of Maryland P. K. Kannan is the Dean’s Chair in Marketing Science at the Robert H. Smith School of Business at the University of Maryland. His main research focus is on marketing modeling, applying statistical and econometric methods to marketing data. His current research stream focuses on attribution modeling, media mix modeling, new product/service development and customer relationship management (CRM).

David Godes

Dean's Professor of Marketing, Marketing Department Chair at University of Maryland David Godes is a Professor of Marketing and is the Chair of the Marketing Department. He holds a Ph.D. and S.M. in Management from the Massachusetts Institute of Technology and a B.S. in Economics from the University of Pennsylvania. He joined the Smith School faculty in 2009 after teaching for ten years at Harvard Business School. His teaching experiences include undergraduate, graduate and executive courses ranging from Introduction to Marketing to Business-to-Business Marketing and Sales Management.

Judy Frels

Clinical Professor of Marketing, Assistant Dean of Online Programs at University of Maryland Judy Frels is a Clinical Professor of Marketing and teaches Marketing Strategy and leads Action Learning Projects at the EMBA and MBA levels at the Robert H. Smith School of Business at the University of Maryland. At Smith, she is the Assistant Dean of Online Programs.
811

Duration

7 Weeks

Experience Level

Advanced

Learning Partner

University of Maryland System

Program Type

MicroMasters®

Subject

Business & Management
Advanced Business Harvard X-Series