Marketing Planning and Strategy to Achieve the Quadruple Bottom Line [Archived Catalog]

2021-2022 Academic Catalog and Student Handbook

HM 6026 - Marketing Planning and Strategy to Achieve the Quadruple Bottom Line

Marketing is a comprehensive process for creating, communicating and delivering a value proposition for a product or service to its target audience. This course addresses key marketing plan elements, such as mission and vision statements, product/service lines; pricing models; demand analysis and forecasting; distribution; advertising and promotions, as well as the global implications of marketing. Additionally, this course examines major forces impacting marketing strategy, such as social media marketing, guerilla marketing, consumer trends, competition, ethical and legal considerations, and regulatory demands. Topics include assessing marketing challenges, identifying opportunities at operational and strategic levels, and developing of a marketing plan. All of these considerations are integrated with the notion of achieving the quadruple bottom line of enhancing the position positions of people, planet, profit, guided by purpose. Prerequisite(s): None 3 credit(s)
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