BU 615 - Marketing and New Product Development

This course focuses on the role of marketing and the marketing department in adding value to the organization. Major elements of the marketing process to be covered include domestic and global market assessment, strategic marketing planning, the development of an effective marketing mix (product, price, promotion, and distribution) to create customer value, consumer/business buying behavior, and market research. Semester Credit Hours: 3.00 Contact Hours: 45/0/0/45 Prerequisites: BU 530 Business Leadership Foundations. Corequisite: BU 550 Research Methods and Decision-Making.