DBA 624 Marketing Strategy and Management

This course provides an overview of contemporary marketing strategies aimed at attracting, retaining, and serving customers. Students examine a variety of principles, theories, and practice relevant to marketing management, including trends in Internet marketing, social media, and data mining. Students explore product features including service offerings, pricing, promotion, and distribution. They also examine consumer psychology, analyzing impact of conscious and non-conscious consumer goals, motivations, emotions, attention, and perception in the consumer decision-making process. Note: All students in the DBA program are required to maintain employment throughout this program in order to successfully complete this course. Students’ employment/practical training is integral to all DBA courses, through class discussions, assignments, and reflection on practical application of this degree.

Credits

3

Prerequisite

None

Corequisite

None