(WINTER 2010)

A required course in the Certificate Programs in Marketing and Business Administration.
For marketing managers, company generalists, entrepreneurs and non-marketing professionals, this course provides a strong understanding of fundamental marketing principles and practices. Students will learn the role and application of the "4 P's"-product, price, place and promotion-in developing a strategic marketing plan. In addition, students will gain experience with market segmentation, positioning, the product and service development process, financial budgeting and integrated marketing communications. By the end of the course, students will have experience creating an integrated, strategic marketing plan for a product or service in the marketplace and will have the skills and knowledge required to create plans for their own organizations. Early registration recommended.

Robert Mancuso, M.B.A, is the author/developer of the ValueMANAGEMENT™ approach to brand equity diagnostic tracking. He holds a Masters degree in marketing from Rutgers University and has over 25 years of experience in marketing, marketing research and strategic planning. He held marketing and marketing research management positions with multi-national consumer products companies: Unilever PLC, The Nestlé Company and Nabisco; as well as with the media research company Nielsen Media Research. Mancuso is currently a professor of marketing at The Paul Merage School of Business at UC Irvine teaching Advertising & Communications and The Successful Marketing Plan courses which he developed.