MARKETING MGMT 472A
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MARKETING MGMT 472A Marketing Strategy and Policy

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  • Average Rating (from 2 Students)

    4.5/5
    Overall Rating Breakdown
    • 2 Advice
    • 5
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  • Top Course Tags

    Always Do the Reading

    Great Discussions

    Great Intro to the Subject

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    • Profile picture
    Sep 01, 2016
    | Would highly recommend.

    This class was tough.

    Course Overview:

    GREAT CLASS. TALENTED PROFESSOR.

    Course highlights:

    The main highlight is how to use Big Data in order to predict the behavior of weather, teams, and other factors, events, etc .... We used a lot excel and learn how to exploit the advantages of software like KNIME. A quick reminder for this class, the goal is not to learn how to use the software, you will have to learn by yourself, but you will need to use it. Knowledge in math/stats is a requirement.

    Hours per week:

    9-11 hours

    Advice for students:

    The best advice I can give is do your assignments as many times as you can. Do not hesitate to go and watch You Tube for complementary explanations. The class is great but we do not have all the time we need to go deep in the materials.

    • Summer 2016
    • Ash Pawa
    • Math-heavy Great Intro to the Subject Always Do the Reading
    • Profile picture
    Jan 18, 2016
    | Would recommend.

    Not too easy. Not too difficult.

    Course Overview:

    Marketing is essential for any company to survive, but in today's economy it isn't about how big you are, but how fast you are. In the past you could focus on one or two large marketing strategies, but today with technology, social media, and changing tastes, it is important to learn to segment out and target customers to maximize the growth and profits of a company. This course gives you the 30,000 viewpoint and with real world case studies and examples, delves deeper into each segment.

    Course highlights:

    Central role of marketing is the process via which we create value for our customers/clients. We create value by meeting customer needs. We must define ourselves not by our product and service, but the customer benefit provided. After we create value for our clients, we can then capture part of it through pricing. For long-term success, we will have to sustain this process of creating and capturing value over time. The plan by which we create value on a sustained basis is our Marketing Strategy. Marketing Strategy involves two major activities: 1. selecting a target market and determining the desired positioning of our product/service in our target customers’ minds 2. specifying the plan for the our marketing activities to achieve our desired positioning Five C’s Analysis - Company Analysis - What is the economic status, strengths, and weaknesses of the company? - Competitors Analysis - Who are the direct and indirect competitors for this market and in meeting the needs of the customer/clients? - Customer/Client Analysis – Effective marketing require in-depth understanding of customers’ purchase and usage patterns. - Collaborators Analysis - Who should we enlist to help us and how do we motivate them? - Context Analysis - What cultural, technological and legal factors limit what is possible? Through our 5 C’s analysis, focus on customer/client acquisition and retention strategies that drive our profitability. Also helps us understand and make major decisions. Four P’s of Marketing Mix - Product - What are the features, strengths, and weaknesses of the product? - Placement - What channels will you sell the product/service through? - Promotion - How will you promote the product? - Price - What is the price of the product?

    Hours per week:

    6-8 hours

    Advice for students:

    Come in with the open mind, there are are some group assignments, so you will need to work with others. Others in the group have different expertise, so it is good to rely on the experience of others. Sometimes what is counterintuitive works, so evaluate all strategies before throwing them out. Don't use 10 words when 5 will do, and don't waste until the last minute! Participation is part of the grade and don't be afraid to ask for help if you need it!

    • Fall 2015
    • Professor Shu
    • Yes
    • Many Small Assignments Participation Counts Great Discussions


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