Advanced Marketing Management

Marketing is the business function that is charged with generating profits by providing value to customers and to stakeholders. Marketing managers must identify and measure customers’ needs and wants, select the most appropriate customer targets, and then develop marketing programs that satisfy the customers’ needs.
The objective of the course, therefore, is to develop a way of thinking through realistic business situations to answer the following questions – which customers should be served, what is the optimal product bundle for these customers, and how the two are to be brought together.
To address this, this course introduces advanced topics in marketing management. I learned about the elements of the marketing mix and the frameworks and principles that can be leveraged to help me refine my approach to marketing. The primary thrust of this course involves applying those frameworks and principles to marketing problems.

Specific goals of this first course in marketing were:
1. To provide a solid foundation for strategic marketing thinking, and to introduce a series of frameworks and tools that may be used to solve marketing problems.
2. To familiarize with the functional decision areas of the marketing manager
(product strategy, branding, pricing, advertising and promotion, and distribution), and to enhance problem-solving and decision-making abilities in these operational
areas of marketing.
3. To provide a forum (both written and oral) for presenting and defending
own recommendations, and for critically examining and discussing the recommendations of others.