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COURSE DESCRIPTION
Applies the major elements of the marketing process including domestic and foreign market assessment,
strategic planning, and the development of an effective marketing mix (product, price, promotion, and
distribution) to create customer value. Analyzes key marketing concepts, such as consumer / business
buying behavior, market research, brand management, product development, pricing strategies, and the
design of marketing channels (promotion and distribution). Examines the integration of marketing with
other functions in a business organization.
INSTRUCTIONAL MATERIALS
Required Resources
Iacobucci, D. (2014). MM4: Marketing management (4th ed.). Mason, OH: South-Western Cengage
Learning.
Case Pack MKT500: Marketing Management. Ann Arbor, MI: XanEdu.
Supplemental Resources
MBA Primer
Note: The MBA Primer is designed to help students with little or no educational background in
business to prepare for the rigors of an MBA program. The MBA Primer is also a useful tool for
students who have the business background but might need a refresher. It is a way to help you
prepare for the types of activities and concepts that will be covered in the MBA program, so you can
feel more comfortable and confident as you progress into higher level courses. Students are emailed
an access code for this product when they purchase MBA Primer from the Strayer Bookstore,
accessible through iCampus.
Coyle, J., et al. (2009). Supply chain management: A logistics perspective (8th ed.). Mason, OH: SouthWestern Cengage Learning.
Heilman, C. M., Bowman, D., & Wright, G. P. (2000). The evolution of brand preferences and choice
behaviors of consumers new to a market. Journal of Marketing Research, 37(2), 139-155.
doi:10.1509/jmkr.37.2.139.18728
Johnson, P. (2012). Buzzle: Marketing Mix Strategy. Retrieved from
http://www.buzzle.com/articles/marketing-mix-strategy.html
Keller, E., & Fay, B. (2012). Word-of-mouth advocacy: A new key to advertising effectiveness. Journal of
Advertising Research, 52(4), 459-464. doi:10.2501/JAR-52-4-459-464
Noseworthy, T., & Trudel, R. (2011). Looks interesting, but what does it do?? Evaluation of incongruent
product form depends on positioning. Journal of Marketing Research (JMR), 48(6), 1008-1019.
doi:10.1509/jmr.10.0384
PaloAltoSoftware (2013). Free Sample Marketing Plans. Retrieved on June 18, 2013 from
http://www.mplans.com/sample_marketing_plans.php
Rocks, S., Gilmore, A., & Carson, D. (2005). Developing strategic marketing through the use of marketing
networks. Journal of Strategic Marketing, 13(2), 81-92. doi:10.1080/0965254050008293
Sahadev, S., & Jayachandran, S. (2004). Managing the distribution channels for high-technology
products: A behavioural approach. European Journal of Marketing 38.1/2: 121-149.
2015 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 500 Student Version 1158 (8-26-2015)
Page 1 of 5
Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
Develop strategies to assess performance and achieve marketing goals.
Create an effective marketing plan.
Examine the marketing science of customer behavior and products in the marketing exchange
process and create dynamic strategies for competing.
Evaluate the basis for market segmentation and approaches to segmentation.
Evaluate target customer segments and positioning products within these segments.
Develop branding strategies for existing and new products.
Develop pricing strategies and distribution channels for products.
Analyze integrated marketing communications and its relationship to advertising strategy.
Evaluate marketing research tools involved in the marketing process.
Use technology and information resources to research issues in marketing management.
Write clearly and concisely about marketing management using proper writing mechanics.
Points
Preparation
Reading
o
Activities
Discussion
Evaluation
20
None
Preparation
Reading(s)
o
Chapter 3: Segmentation
Activities
2015 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 500 Student Version 1158 (8-26-2015)
Page 2 of 5
Discussion
20
Evaluation
None
Preparation
Reading(s)
o
Chapter 4: Targeting
Chapter 5: Positioning
Activities
Discussion
20
Evaluation
None
Preparation
Reading(s)
o
Chapter 7: Brands
Discussion
20
Evaluation
200
Preparation
Reading
o
Activities
Discussion
20
Evaluation
None
Preparation
Reading(s)
o
Chapter 9: Pricing
Discussion
Evaluation
20
240
Preparation
2015 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 500 Student Version 1158 (8-26-2015)
Page 3 of 5
Reading(s)
o
o
Activities
Discussion
20
Evaluation
None
Preparation
Reading(s)
o
Discussion
20
Evaluation
280
Preparation
Reading(s)
o
o
Activities
Discussion
20
Evaluation
10
None
Preparation
Reading(s)
o
Discussion
20
Evaluation
11
200
Preparation
Reading(s): None
Activities
Discussion
20
Evaluation
2015 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 500 Student Version 1158 (8-26-2015)
Page 4 of 5
None
% of
Grade
200
18%
240
21%
280
24%
200
18%
220
19%
1,140
100%
Assignment
Totals
Points
Percentage
Grade
1,026 1,140
90% 100%
912 1,025
80% 89%
798 911
70% 79%
Below 798
Below 70%
2015 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 500 Student Version 1158 (8-26-2015)
Page 5 of 5