This course introduces cadets to the core concepts, tools, and strategies of marketing management, with a focus on applying theory to real-world problems in both military and civilian contexts. Cadets will develop critical thinking and analytical skills through case studies, market-based scenarios, and applied projects that reflect contemporary marketing challenges. Emphasis is placed on understanding the marketing manager?s role within organizations and their contribution to strategic decision-making. The course also integrates insights and best practices from industry leaders to prepare cadets for leadership roles in a rapidly changing global economy. This course is required for cadets pursuing the Management major.
The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems through the use of case studies and real world projects in both the military and civilian realms. Topics include competitive analysis, marketing strategy, customer behavior, segmentation and targeting, market research, pricing and promotion. Graded requirements include a combination of WPRs, written projects and student led discussions. This course is required for cadets pursuing the Management major"
This course immerses cadets in Marketing theory and application. Cadets will learn and apply Marketing concepts (to include marketing strategy, market research, and marketing plans) to influence individual and group behavior, both inside and outside of the organization, to accomplish organizational goals by delivering superior customer value. Cadets will learn how to effectively segment and communicate with their target audience. Cadets will learn several frameworks that help them analyze an organizationýs environment so that they can make effective, strategic marketing decisions. Application on US Army Marketing issues will be used throughout the course, including examining how to create a brand-identity for your organization. Examinations are behavioral and written. Emphasis is placed on applying the behavioral principles learned to real-world issues and their impacts on functioning as future Army officers.
