MBAL 5402 Marketing Management for Value Creation
This course examines the principles and vocabulary of marketing management and the strategic implications of marketing decision-making. Instruction will focus on the marketing environment, the competitive challenges of changing market structures, business ethics, sustainability, and the tools that today's marketing manager needs to manage and mitigate risk in both for-profit and non-profit organizations. In addition, students will examine the components of the strategic marketing mix and adapt it to various business functions, including value creation, market segmentation, consumer behavior, product development, marketing infrastructure, and marketing research. The format of this class is primarily in-depth analysis through case study discussion. The course is delivered in Spanish and is available to students in the Online Master of Business Administration for Latin America program, a one-year intensive program available exclusively for working professionals in Latin America.