Marketing Management (MKMT) 504

Course Overview

Marketing management presents the fundamentals of contemporary marketing and elaborates on the role marketing plays in various organizational settings. Through readings, cases, discussions, and assignments, you will examine the components of a marketing strategy and understand how that strategy links to the rest of the organization’s business strategy.

Specifically, you will learn how to apply marketing concepts and theory to real marketing problems. Throughout the course, alternative, perhaps even contradictory, views may be presented for you to consider. While the general principles of marketing are well established, there are differences in the nuances and interpretation of the observed data. You will be challenged to consider all views and decide which are most applicable to a situation.

When you finish this course, you will be able to relate modern marketing concepts, theory, and strategies to a business situation. Each lesson will cover particular areas of marketing theory and, through the course assignments, you will apply these areas to your own work environment.

Course Objectives

The learning objectives for this course are to

• learn important definitions and concepts used in the marketing planning process
• evaluate the macro environment and buyer behaviour
• understand market segmentation and positioning strategies
• learn the four “Ps”of marketing: product, pricing, promotion, and place (distribution)
• write a coherent marketing plan

Course Outline

The course is divided into eight lessons.

• Lesson 1 - Understanding Marketing Management
• Lesson 2 - Consumer and Organizational Buying
• Lesson 3 - Understanding the External Environment
• Lesson 4 - Segmentation, Targeting, and Positioning
• Lesson 5 - Product and Service, the 1st “P”
• Lesson 6 - Price and Channels of Distribution
• Lesson 7 - Communications and Advertising
• Lesson 8 - Managing the Sales Force and Understanding Ethics

Student Evaluation

Your grades will be based on two assignments, weekly postings and your participation in discussions.