Course Description
Integration of the student's marketing knowledge accumulated from previous courses. Emphasis on developing and implementing marketing strategies to solve problems in a sustainable manner. Integration of marketing functions to form strategic decisions and to create marketing plans appropriate to sustainable business.
Athena Title
Sustainable Mark Strat
Equivalent Courses
Not open to students with credit in MARK 4900, MARK 4900E, MARK 4910
Non-Traditional Format
This course will be taught 95% or more online.
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)
Grading System
A - F (Traditional)
Student Learning Outcomes
- Upon completion of this course, each student will be able to understand the importance of sustainable marketing strategy in organizations.
- Upon completion of this course, each student will be able to see the value of dashboards and become more comfortable with marketing metrics.
- Upon completion of this course, each student will be able to perform appropriate analysis, e.g., SWOT (strengths, weaknesses, opportunities, threats).
- Upon completion of this course, each student will be able to evaluate a proposed sustainable marketing plan for likelihood of success or failure.
- Upon completion of this course, each student will be able to apply sustainable marketing strategy and analysis principles to a business environment.
- Upon completion of this course, each student will know the relationship between strategic, tactical, and operational planning.
- Upon completion of this course, each student will be able to effectively communicate and develop a professional and business-like attitude.
Topical Outline
- Introduction to Strategy and Sustainability
- Marketing Environment and Company Analysis
- Competition and Basic Game Theory
- Marketing Financial Analysis and Forecasting
- Segmentation, Targeting, and Positioning Strategies
- Strategic Management of the Marketing Mix
- Branding and Signaling Strategies
- Consumer Behavior and Behavioral Economics
