MBA Prep: Marketing
Michael Swenson, PhD
David Whitlark, PhD
Gary Rhoads, PhD
This resource gives prospective and current MBA students the core marketing foundation needed to become competitive applicants and successful students. Covering marketing strategy, the marketing environment, consumer behavior, segmentation and positioning, product and brand strategy, pricing, promotion, and distribution, the course pairs readings and video lectures with Quick Checks, Doing Marketing assignments that apply concepts to real-world scenarios, and chapter Knowledge Checks, framed by an 80-question Pre-Test and Post-Test to track mastery from start to finish.
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.
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