| Course ID: | MARK 7930. 3 hours. |
| Course Title: | Marketing Planning and Strategy |
Course
Description: | Exploration of issues in strategic marketing and key factors
that influence the formulation of marketing strategy. A second
major thrust of the course is to link strategy to performance
by focusing on the strategy formulation and implementation
processes (i.e., planning). |
| Oasis Title: | MARK PLAN STRATEGY |
| Duplicate Credit: | Not open to students with credit in MARK 9230 |
| Prerequisite: | MARK 7510 |
Semester Course
Offered: | Offered every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | 1. Apply marketing principles and concepts learned in Core
Marketing Management.
2. Develop and practice your skills in marketing analysis
and decision making, integrating information on
financial performance.
3. Develop comprehensive marketing plans. These plans
will be focused and based on sound analysis of past
performance and future opportunities.
4. Develop skills in running business meetings, making
persuasive arguments, and thinking on your feet. |
| Topical Outline: | Segmentation, Differentiation, and Positioning
Forecasting and Market Assessment
Product Planning
Value-based Pricing Planning
Channel and Distribution Planning
Marketing Communication Planning
Offensive Marketing Strategies
Defensive Marketing Strategies
Building Marketing Plans |