MKTG 490 Issues in Marketing

This course is positioned as the capstone for marketing majors. Students critically examine contemporary issues in marketing including brand strategy, consumer behavior, marketing communications, pricing, positioning, the marketing of services, interactive marketing, and ethical issues in marketing. Students analyze case studies and read articles from a wide variety of business journals and texts. Special emphasis is placed on developing analytical skills and business writing and presentation skills. Emphasis is placed on understanding complex marketing situations, drawing conclusions, and making sound marketing recommendations.

Prerequisites

MKTG 300: Marketing Principles and MKTG 343: Integrated Marketing Communications and MKTG 310: Consumer and Professional Buyer Behavior

Special information

Prerequisite: Goal I: Communication - Part I Writing, plus 30 credits must be satisfied.

4 Undergraduate credits

Effective August 1, 1998 to present

Learning outcomes

General

Demonstrate understanding of contemporary issues in marketing management including marketing strategy, integrated marketing communications, new product development, brand strategy, segmentation, and positioning.
Analyze case studies across a broad range of marketing topics.
Apply this case study approach to solve real life business problems.
Strengthen critical thinking and analytic skills.
Enhance ability to synthesize complex information into actionable insights and recommendations.