MKTG 2300 Syllabus

Subject Code

MKTG

Course Number

2300

Course Title

Marketing Management

Prerequisites

Program admission, MKTG 1100 with a grade of C or higher

Corequisites

Terms Offered

Credit Hours

Course Description

This course reiterates the program outcomes for marketing management through the development of a marketing plan. Topics include the marketing framework, the marketing plan, and preparing a marketing plan for a new product.

Course Outcomes

The Marketing Framework

• Describe the marketing concept.
• Articulate the importance of marketing in business.
• Summarize the functions of marketing.

The Marketing Plan

• Describe the current business situation and include the following: customer, company, climate (i.e., segmentation, customer perceptions), target marketing, and strategic goal and objectives.
• Outline a strategy for a new product or service based on: marketing research (i.e., segmentation, customer perceptions), target marketing, and strategic goals and objectives.
• Implement marketing positioning, strategies, and tactics for the new product or service: product (i.e., goods and services, branding, new product development, product life cycle), place (i.e., supply chain, distribution strategy), promotion (i.e., push-pull strategy, IMC), and price (price elasticity, profit margins).
• Compute a financial analysis that includes the following items: profit forecasting and budgeting.

Prepare a marketing Plan for a New Product

• Identify the components of a marketing plan.
• Collect the information for a marketing plan.
• Formulate a strategic marketing plan.
• Construct a marketing plan.
• Articulate the marketing plan using technological resources.
• Relate the important role of the marketing plan.