Marketing ManagementBack to Course Guide
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.