BSAD 612 Managerial Marketing

This course is designed to convey a clear, realistic and contemporary perspective of marketing. This course includes critical analysis of cases and covers important frameworks and tools that can assist managers in making better marketing decisions. Assignments will include researching and writing a marketing plan as well as utilizing analytic tools – including variable costs, fixed costs, relevant and sunk costs, margins (gross, trade, net profit), contribution analysis (break-even, sensitivity, contribution and profit impact, contribution and market size, contribution and performance, and cannibalization), liquidity, operating leverage, cash flow, customer lifetime value, sales force budget, and value and price elasticity of demand – as well as how to manage all marketing efforts in reaching the firm’s strategic goals.