MKTG 445
MARKETING STRATEGY

  1. Catalog Entry

MKTG 445. Marketing Strategy.(3)
Three hours lecture.

Prerequisites:  MKTG 340 & 6 hrs. of additional marketing credit.

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

  1. Detailed Description of Content of the Course

I. Marketing in Organizations and Society
II. Macro Marketing Opportunities
III Measuring and Forecasting Markets
IV Marketing Strategies for Domestic and Global Markets
V. Organizing, Implementing, and Controlling Marketing Programs

  1. Detailed Description of Conduct of the Course

This is an advanced course for the marketing program that lets the students study and solve organizational marketing problems by combining their acquired marketing-specific knowledge with their knowledge of other business and economics-related fields. Since the students will examine problems from the perspective of top management, an in-depth review of appropriate concepts and strategies of business may be conducted at the beginning of the course.  Lectures, case studies and class discussions are the primary instructional methods used in this course.

  1. Goals and Objectives of the Course

1. At the conclusion of the course, students will be able to demonstrate their familiarity with both the substance of marketing strategy and the analytical processes used to derive strategy.
2. Analyses of cases, simulation exercises and/or research projects provide an opportunity for students to analyze problems and develop marketing strategies, individually or as part of marketing management teams, utilizing the perspective of top-management to orchestrate the relevant systems of an organization.

  1. Assessment Measures

Student success in the course is based on a combination of assessment measures which may include individual performance tests, case analyses, team projects and computer simulations, peer evaluations, class participation, research, and outside assignments.

  1. Other Course Information

Each professor who teaches this course has the freedom to select the bibliography for outside readings. Students will incorporate any library resources including computer data bases for their case analysis.

  1. Review and Approval

Date  Action Approved
12-01-2006, reviewed and approved by the Dept. of Marketing faculty