MKTG 445

MARKETING MANAGEMENT

A. Catalog Entry

MKTG 445. Marketing Management.(3)

Three hours lecture.

Prerequisites: MKTG 340 and FINC 331.

Semesters offered: Fall, Spring, Summer

An analysis of marketing environments and the development of objectives, programs and strategies. Marketing strategies developed are integrated with other functional areas within the organization. Case studies and computer simulations may be used.

B. Detailed Description of Content of the Course

I. Understanding Marketing Management

A. Marketing in Organizations and Society

B. Strategic Planning

II. Analyzing Marketing Opportunities

A. Marketing Information Systems

B. Marketing Environment

C. Consumer Market and Buyer Behavior

D. Organizational Markets and Buyer Behavior

E. Competition

F. Measuring and Forecasting Markets

G. Target Markets and Segmentation

III. Designing Marketing Strategies

A. Leaders, Followers, Challengers, and Nichers

B. Product/Service Life Cycle

C. The Global Marketplace

IV. Organizing, Implementing, and Controlling Marketing

Effort Through Application

A. Comprehensive cases dealing with consumer product/

services

B. Comprehensive cases dealing with industrial

products/services

C. Detailed Description of Conduct of the Course

This is a "capstone" type course that requires the student to

conceptualize and apply not only their acquired marketing

specific knowledge but their knowledge of all business and

economics related disciplines. Since the course requires the

perspective of top management, an in-depth review of the

generic conceptual areas of business may be conducted at the

beginning of the course.

D. Goals and Objectives of the Course

1. At the conclusion of the course the student will be able

to demonstrate their familiarity with both the substance

of marketing strategy and the analytical process used to

derive strategy through case analyses.

2. Case analyses provides an opportunity for students to

analyze problems and develop comprehensive marketing

strategies by utilizing the perspective of top-management

in considering all of an organizations systems and their

interrelationships.

E. Assessment Measures

Assessment of student success in the course is based on

performance on tests, case analysis, class participation,

papers, and outside assignments.

F. Other Course Information

Each professor that teaches this course has the freedom to

select their own bibliography for outside readings. Students

will incorporate any library resources including computer data

bases for their case analysis. Depending on time, space,

class size, professor preference, and other factors, case

presentations may be video taped for student self analysis.

G. Review and Approval

DATE ACTION APPROVED BY

09-20-01 Reviewed and Melvin R. Mattson, Chair Curriculum Committee