Course Syllabus

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.

This course covers content aligned with Saylor’s Master’s in Business Administration (MBA), Master's in Marketing (MMKT), Master's in Management (MMGT), and Master's in Entrepreneurship & Innovoation (MEI) courses. While the content of this course prepares students for the master’s courses, additional requirements—such as a graduate-level final assessment—are required for graduate credit. Click here for more information on Saylor’s Master’s Degree programs.

This course includes the following 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

Upon successful completion of this course, you will be able to:

• 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.

Throughout this course, you will also see learning outcomes in each unit. You can use those learning outcomes to help organize your studies and gauge your progress.

This course's primary learning materials are articles, lectures, and videos.

All course materials are free to access and can be found in each unit of the course. Pay close attention to the notes that accompany these course materials, as they will tell you what to focus on in each resource and will help you understand how the learning materials fit into the course as a whole. You can also see a list of all the learning materials in this course at this link: Resources.

Only the final examination is considered when awarding you a grade for this course. To pass this course, you will need to earn 70% or higher on the final exam.

Your score on the exam will be calculated as soon as you complete it. There is a 14-day waiting period between each attempt. You may only attempt the final exam a maximum of three times. Be sure to study in between each attempt! If you do not pass the exam after three attempts, you will not complete this course.

There is also a practice exam that you may take as many times as you want to help you prepare for the final exam. The course also contains end-of-unit assessments in this course. The end-of-unit assessments are designed to help you study and do not factor into your final course grade. You can take these as many times as you want to until you understand the concepts and material covered. You can see all of these assessments at this link: Quizzes.

The certificate earned by passing this self-paced course displays not only the program hours you completed, but also continuing education credits (CEUs) for documenting successful completion of courses that are designed to improve the knowledge and skills of working adults. Many industries value CEUs, and now your certificate reflects them clearly, and they may be used to support career advancement or to meet professional licensing standards. This course contains 4.5 CEUs.

BUS602: Marketing Management is a self-paced course, which means that you can decide when you will start and when you will complete the course. There is no instructor or an assigned schedule to follow. We estimate that the "average" student will take 45 hours to complete this course. We recommend that you work through the course at a comfortable pace that allows you to make regular progress. It's also a good idea to schedule your study time in advance and try to stick to that schedule as best as you can.

Learning new material can be challenging, so here are a few study strategies to help you succeed:

• Take notes on the various terms, practices, and theories that you come across. This can help you put each concept into context and will create a refresher that you can use as you study later on.
• As you work through the materials, take some time to test yourself on what you remember and how well you understand the concepts. Reflecting on what you've learned is important for your long-term memory and will make you more likely to retain information over time.

This course is delivered entirely online. You will be required to have access to a computer or web-capable mobile device and have consistent access to the internet to either view or download the necessary course resources and attempt any auto-graded course assessments and the final exam.

To access the full course, including assessments and the final exam, you will need to be logged into your Saylor Academy account and enrolled in the course. If you do not already have an account, you may create one for free here. Although you can access some of the course without logging in to your account, you should log in to maximize your course experience. For example, you cannot take assessments or track your progress unless you are logged in.

For more details and guidance, please review our complete Technical Requirements and our student Help Center.

You can access all course features directly from your mobile browser, but if you have limited internet connectivity, the Saylor Academy mobile app provides an option to download course content for offline use. The app is available for iOS and Android devices.

This course is entirely free to enroll in and to access. Everything linked in the course, including textbooks, videos, webpages, and activities, is available for no charge. This course also contains a free final exam which will award you a course completion certificate.