In this graduate-level course, learn the role of marketing in developing and executing a firm's business strategy by solving marketing problems and creating marketing plans.
Course Introduction:
This graduate-level course covers the key components of marketing and the development of marketing strategies. A strategic approach will be emphasized throughout this course, challenging students to think critically and make decisions like a marketing manager or upper-level executive. Topics include the strategic planning process, analysis of the external environment, examination of the marketing mix, and creation of a strategic marketing plan aligned with the overall goals of the organization.
Course Units:
- Unit 1: Marketing and Strategic Planning
- Unit 2: Environmental Scanning, Firm Resources, and Capabilities
- Unit 3: Segmentation, Targeting, Positioning, and Branding
- Unit 4: Consumer, Organizational, and Service Marketing
- Unit 5: Product Life Cycle, Marketing Research, and Product Development
- Unit 6: Channels of Distribution, Supply Chain, and Logistics
- Unit 7: Promotion and Pricing
- Unit 8: The Marketing Plan
Course Learning Objectives:
- Describe the role that marketing plays in the economy, and its importance within the corporate structure, and the broader global environment;
- Describe the strategic marketing management process;
- Apply analytical skills in solving marketing problems involving unstructured situations with incomplete information;
- Evaluate the marketing environment, buying behavior, marketing mix, and marketing opportunities for domestic and international business;
- Apply the managerial tools of marketing planning and forecasting, the role of marketing research, marketing information systems, and applications to the decision-making process;
- Describe the various classifications of consumer and industrial goods and the relationship to segmentation, using demographic and psychographic information;
- Identify the key elements of product development, product differentiation, product life cycle, pricing strategies, and the value of branding and packaging as it applies to new and existing products and services;
- Identify components of channel strategy, promotional mix, and promotional strategy for bringing a product or service to market, or changing its appeal;
- Explain the role of ethical marketing activities as they influence and are influenced by the uncontrollable economy, government regulations, society, and culture; and
- Demonstrate knowledge of the elements required in a marketing plan.
Continuing Education Units: 4.5