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Marketing (606)
Credits: 3


The marketing function is the keystone of a well managed company. Strategically, it is concerned with identifying the customer and the products and services which the customer requires. At the operation level, marketing management identifies specific customer needs and the types of products required to fill those needs. This course is designed to develop an understanding of how to build an integrated marketing effort in view of the forces affecting marketing activity, the customer, the trade, competition, and government regulations. This course covers marketing strategy - marketing information - customer analysis and buyer behavior - market segmentation - market research - product development - marketing channels and logistics of distribution - pricing - direct selling - advertising and promotion - product policy and strategy - and global marketing. Continual emphasis is placed on shaping these elements into a complete, integrated, responsive marketing program. The course deals with the development and implementation of plans, strategies and tactics which will best serve the organization and the customer in a competitive environment.

Subject covered include:

Marketing Management Overview Company and Marketing Strategy
Marketing in the Digital Age The Marketing Environment
Managing Marketing Information Consumer Markets
Consumer Buyer Behavior Business Markets
Business Buyer Behavior Market Segmentation, Targeting and Positioning
Branding Strategies Product Development and Life Cycle Strategies
Pricing Approaches Marketing Channels and Supply Chain Management
Retailing and Wholesaling Integrated Marketing Communication Strategy
Advertising, Sales and Public Promotions Personal Selling and Direct Marketing
Competitive Advantage Competitive Marketing Strategies
Global Marketplace Social Responsibility and Marketing Ethics

Increase Your Understanding of

• Marketing Strategy
• Market Research
• Buyer behavior
• Pricing
• Advertising

Improve Your Ability to

• Manage marketing information
• Segment and develop markets
• Build marketing channels
• Gain competitive advantage

Professors: William Ryan, B.S., M.B.A.
Text: "Marketing." by Grewal and Levy, McGraw-Hill

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