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 dynamic global business environment. Integration of marketing functions to form strategic decisions and to create marketing plans.

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Athena Title

Mark Strat and Decision Making

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Equivalent Courses

Not open to students with credit in MARK 4900, MARK 4910, MARK 4910E

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Non-Traditional Format

This course will be taught 95% or more online.

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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)

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Grading System

A - F (Traditional)

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Student Learning Outcomes

• Students will understand the importance of marketing strategy in organizations, both domestic and international.
• Students will be able to develop, write, execute, and present a strategic marketing plan.
• Students will understand the relationship between strategic, tactical, and operational planning and be able to translate a strategic plan into tactical activities.

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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
• Implementation of marketing strategies
• Advances in marketing

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