Graduate School of Management

Marketing management is the process of developing strategies and planning for product or services, advertising, promotions, sales to reach desired customer segment. In competitor analysis, marketers build detailed profiles of each competitor in the market, focusing on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors.

Marketing Management is an organizational discipline, which deals with the practical application of marketing orientation, techniques and methods in enterprises and organizations and with the management of a company's marketing resources and activities. This course explains the methodologies applied in the rapidly growing area of marketing management.