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MBA Prep: Marketing

MBA Prep

ISBN #978-1-7339969-6-9

MBA Prep: Marketing

Michael Swenson, PhD
David Whitlark, PhD
Gary Rhoads, PhD

Marketing plays a critical role in a firm’s survival and growth by enabling the firm to create and deliver value to its customers. In this resource, students will learn the fundamentals of marketing strategy, marketing research and analytics, and product and brand management in the context of traditional marketing as well as social media marketing and marketing for start-up companies.

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Course Objective

This resource teaches students the essentials of marketing strategy, research, analytics, and product management for both traditional and social media marketing, with a focus on supporting a firm's growth and customer value creation.

Table of Contents

Directions for Success in This Course
Pre-Test
Chapter 1: Marketing Strategy
Chapter 2: The Marketing Environment
Chapter 3: Consumer Behavior
Chapter 4: Market Segmentation, Targeting, and Positioning
Chapter 5: Product Strategy and Branding
Chapter 6: Pricing Strategy
Chapter 7: Promotion Strategy
Chapter 8: Distribution Strategy
Post-Test

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