MKTG 445. Marketing Strategy
Prerequisites: MKTG 340 & 6 additional hours of MKTG at the 300-level or higher.
Credit Hours: (3)
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.
Detailed Description of Content of the Course
• Marketing in Organizations and Society
• Macro Marketing Opportunities
• Measuring and Forecasting Markets
• Marketing Strategies for Domestic and Global Markets
• Organizing, Implementing, and Controlling Marketing Programs
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. Instructional approaches for this course may include lecture, case studies, simulations, applied projects/experiential activities, and/or class discussions.
Goals and Objectives of the Course
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
• individually or as part of marketing management teams, utilizing the perspective of top-management to orchestrate the relevant systems of an organization.
Student success in the course is based on a combination of assessment measures which may include individual performance on quizzes, tests, case analyses, team projects, computer simulations, peer evaluations, class participation, research, and/or outside assignments.
Other Course Information
Review and Approval
August 22, 2016 Revised
March 20, 2012 Revised
11-04-2011, reviewed, revised and approved by the Dept. of Marketing faculty
12-01-2006, reviewed and approved by the Dept. of Marketing faculty