MKT6210

Marketing Management

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The course presents a systematic approach to the analyzing, planning, implementing, and the control of marketing activities demonstrated through a marketing plan.  Topics include analyzing marketing research, creating a marketing strategy, forecasting market demand, evaluating market segments, selecting target markets, evaluating strategies, contingency planning, and developing a comprehensive marketing plan.

 

PREREQUISITES: BUS3305 and BUS3310, or MKT 3151

 

UPON COMPLETION OF THE COURSE, THE STUDENT WILL BE COMPETENT IN:

  • Developing a marketing plan.
  • Understanding the marketing framework: 5C’s, STP, and the 4P’s of marketing.
  • Identifying the marketing science of customer behavior.
  • Identifying the firm’s core market offering(s).
  • Understanding branding strategies and how to determine brand equity.
  • Analyzing and researching marketing opportunities through trend analysis.
  • Evaluating market segments, selecting target markets, and developing market positions (STP Process).
  • Designing marketing strategies for different stages of the product life cycle.
  • Designing advertising messages to meet marketing and corporate goals.
  • Evaluating the effectiveness of advertising campaigns.
  • Evaluating media decisions made in advertising campaigns.
  • Integrating marketing communications across media.
  • Designing promotional programs that effectively integrate the functions of advertising, sales promotion, personal selling, and publicity.
  • Identifying social media and social networks.
  • Understanding customer loyalty through customer relationship management (CRM).
  • Developing marketing control systems for an organization.
  • Evaluating the concept, structure, and use of marketing information systems.
  • Formulating contingency plans to overcome marketing strategy failures.
  • Formulating and evaluating return on investment (ROI) on proposed marketing campaign.
  • Identifying ethical issues in marketing management and formulating responses to those issues.

Course Syllabi