MRKT 822 Marketing: Theory and Research

This course will explore marketing strategy and theory through the development of a marketing plan and academic research into the nature and scope of marketing thought. Students will learn about branding, new product development, SWOT, positioning and consumer behavior theories, pricing and distribution strategies, promotion and public relations, and legal and regulatory research as related to marketing. Research assignments will provide the opportunity to review and critique marketing strategy and theoretical frameworks from academic journals through writing about and presentation of research findings. Development of an abbreviated marketing plan will give students experience with the application of marketing strategy and theory in business decisions.