Marketing Management

Subdomains

Click on the subdomain titles to examine the range of skills and concepts a student can expect to demonstrate for assessment of this Domain:

• Analyzing Opportunities, Segmentation, and Target Marketing
• Distribution Strategies
• Marketing Communications and Promotion
• Marketing Management Foundations
• Marketing Strategies
• Pricing Policies and Strategies
• Product Management and Marketing

Analyzing Opportunities, Segmentation, and Target Marketing

• The graduate is knowledgeable about methods and practices for identifying and analyzing market opportunities.
• The graduate is knowledgeable about the buyer decision process for both consumer and business/industrial markets.
• The graduate understands the process for segmenting markets and selecting targets.

Distribution Strategies

• The graduate is knowledgeable about theories related to distribution strategy.
• The graduate applies theories about distribution to develop and implement a distribution strategy.

Marketing Communications and Promotion

• The graduate is knowledgeable about theories related to marketing communications.
• The graduate uses appropriate theories to develop and implement marketing communication strategies.
• The graduate is knowledgeable about personal selling and sales management.

Marketing Management Foundations

• The graduate understands the role of marketing in the organization and society.
• The graduate understands different orientations that organizations have toward the marketplace.
• The graduate understands the key sets of activities that must be performed to effectively manage the marketing process.

Marketing Strategies

• The graduate is knowledgeable about issues and factors associated with developing and maintaining competitive advantage.
• The graduate is knowledgeable about developing marketing strategies based on competitive positions and roles firms play within a target market.

Pricing Policies and Strategies

• The graduate is knowledgeable about theories related to price policies and strategies.
• The graduate applies theories of pricing to develop and implement price policies and strategies.

Product Management and Marketing

• The graduate is knowledgeable about theories related to managing the product mix.
• The graduate applies appropriate theories to develop a product mix.