BPB7 Developing a Marketing Plan 16 credits Students will create a marketing plan that will support the business plan formulated in the final semester. The emphasis is on marketing research and the strategic marketing and management systems required to support an effective plan. For their Constructive Action, students are required to prepare a detailed marketing plan for a unit, product, or service area relating to their current work, or a newly-created organization. Introduction to the basic principles and concepts of marketing theory and practice. Topics include marketing environments, marketing mix and segmentation, product planning, distribution, promotion, and service marketing.
Students examine marketing concepts in relation to key constituencies of their companies.
The focus is on effective written communications which support the various types of marketing efforts common to most businesses.