Marketing Management
Segmentation, positioning, product, pricing, channels, and marketing performance.
About this course
Marketing Management (MKT 201) teaches you how firms create, communicate, and capture customer value. You will move from marketing's strategic role to segmentation and positioning, customer and market understanding, product and brand decisions, pricing, channel design, and marketing performance measurement.
This is marketing for general managers, not campaign trivia. The goal is fluency: when someone cites STP, customer lifetime value, or channel conflict, you know the strategic trade-offs and can evaluate a marketing plan critically.
Prerequisites: OMBA 101 (Business Foundations). Length: 3 weeks. Assessment: 40% applied project, 35% knowledge checks, 25% reflections.
What you will be able to do
By the end of MKT 201, you should be able to:
- Articulate how marketing creates value and aligns with firm strategy
- Segment markets, evaluate attractiveness, and develop positioning statements
- Analyze consumer and business buying behavior and competitive dynamics
- Design product portfolios, build brand equity, and set value-based prices
- Choose distribution channels and integrated communication strategies
- Measure acquisition, retention, customer lifetime value, and marketing ROI
How the course is organized
Six units, 30 lessons. Work in order; each lesson includes worked examples and practice problems.
| Unit | Topic | Lessons | You will |
|---|---|---|---|
| 1 | Marketing and Customer Value | 5 | Learn marketing's role, value propositions, and market orientation |
| 2 | Segmentation, Targeting, and Positioning | 5 | Segment markets, choose targets, and craft positioning |
| 3 | Customer and Market Understanding | 5 | Analyze buyers, competitors, and market sizing |
| 4 | Product, Brand, and Pricing | 5 | Design products, build brands, and set prices |
| 5 | Channels and Communication | 5 | Design channels and integrated marketing communications |
| 6 | Growth and Marketing Performance | 5 | Measure acquisition, retention, CLV, and marketing performance |
How to study
- Read lessons sequentially. Value and STP foundations support every later unit. Skipping customer understanding makes product and pricing decisions untethered.
- Do the practice problems without peeking. Segmentation matrices, pricing logic, and CLV calculations need active application.
- Pick one anchor brand. Carry a single product through segmentation, positioning, pricing, and channel choices to connect frameworks to one story.
- Complete unit assessments after all five lessons in that unit. Knowledge checks test application, not vocabulary lists.
Applied work
Across MKT 201 you will build portfolio pieces that compound:
- Applied project: Integrated marketing plan with STP, pricing, and channel recommendations
- Case analysis: Two-page competitive and customer analysis with positioning recommendation
- Portfolio artifact: Customer lifetime value and acquisition economics worksheet
- Executive memo: Brand and pricing strategy recommendations for a case company
What comes next
MKT 202: Customer Analytics and Market Research adds research design, surveys, analytics, and experiments to the strategic marketing foundation you build here. ENT 301: Entrepreneurship and New Venture Formation applies customer value and go-to-market concepts to startup validation and launch.
Assessment
40% applied project, 35% knowledge checks, 25% reflections
Each unit includes a case component aligned to this weight.
Each unit includes a exercise component aligned to this weight.
Each unit includes a reflection component aligned to this weight.
Open any unit below to complete exercises, project tasks, and the knowledge quiz. Units auto-complete when all assessment items are submitted and you score 80%+ on the quiz.