Integration of the student's marketing knowledge accumulated from previous courses. Emphasis on developing and implementing marketing strategies to solve problems in a dynamic global business environment. Integration of marketing functions to form strategic decisions and to create marketing plans.
Athena Title
Mark Strat and Decision Making
Equivalent Courses
Not open to students with credit in MARK 4900E, MARK 4910, MARK 4910E
Non-Traditional Format
Course is taken during student's last semester.
Prerequisite
(MARK 4000 or MARK 4000E or MARK 4000H) and (MARK 4100 or MARK 4100E) and (FINA 3000 or FINA 3000E or FINA 3000H or FINA 3001 or FINA 3001E or FINA 3001H) and (MGMT 3000 or MGMT 3000E or MGMT 3000H or MGMT 3001 or MGMT 3001E or MGMT 3001H)
Semester Course Offered
Offered every year.
Grading System
A - F (Traditional)
Student Learning Outcomes
Students will understand the importance of marketing strategy in organizations, both domestic and international.
Students will be able to perform a SWOT (strengths, weaknesses, opportunities, threats) analysis.
Students will be able to evaluate a proposed marketing plan for likelihood of success or failure.
Students will be able to develop, write, execute, and present a strategic marketing plan.
Students will be able to apply marketing strategy and analysis principles to any selected business environment through hands-on decision-making and application of current business knowledge.
Students will understand the relationship between strategic, tactical, and operational planning and be able to translate a strategic plan into tactical activities.
Students will be able to effectively work in a team and develop a professional and business-like attitude similar to that needed to operate in a real-world environment.
Topical Outline
Introduction to strategy
Marketing environment analysis
Company analysis
Competition
Marketing financial analysis and forecasting
Segmentation, targeting, and positioning strategies
Strategic management of the marketing mix
Product management over its life cycle
Product portfolio management and branding strategies
