B6602-006: Managing Marketing Programs
MW - A Term, 10:45AM to 12:15PM
Instructor: oded koenigsberg
Required for all students, unless waived by passing an exemption examination. The format of the examination is a series of questions based on the content of the course. Students should not attempt the exemption examination unless they are thoroughly versed in the course content.
This course focuses on how to make effective and integrated marketing implementation decisions via the marketing mix. It follows directly from, and is tightly integrated with, B6601. Through a combination of lectures, cases, hands-on exercises, a brand management simulation and industry speakers, the course covers such topics as demand analysis, product/service management, pricing, distribution, promotions and integrated communications.
This is a half-term course.
