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Marketing Strategy and the Consumer Experience (3 Credits)

MBAC 637

The objective of this course is to facilitate students’ understanding of basic concepts and to enhance their appreciation for the importance of marketing strategies.  The course focuses on the impact of marketing strategy and research on the operations of organizations, and on the behavior of consumers.  The topics engage students in experiential activities designed to demonstrate the implementation of marketing theories.  Topics include marketing processes and research; international and global marketing; strategic planning and budgeting; economic, cultural and legal aspects of marketing; and topical developments in marketing.

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