This course considers the operational and strategic planning issues confronting managers in marketing. Topics include buyer behavior, market segmentation, product selection and development, pricing, distribution, promotion, market research, international and multicultural marketing.
Prerequisites:
MBA 525
Textbook:
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. ISBN-10: 0132102927; ISBN-13: 9780132102926
Simulation:
PharmaSimMarketing Simulation (2009). Interpretive Simulations Access Code Card Group B. Pearson Prentice Hall. ISBN-10: 0136075126; ISBN-13: 9780136075127
Course Objectives:
The student, upon fulfillment of the requirements of the course, will be able to:
Determine what marketing strategy can realistically be accomplished for an organization, whether
commercial, governmental, or non-profit.
Determine when an organization needs to reformulate its marketing strategy.
Identify and explain the highly complex interrelationships between the marketing variables that
must be considered in developing marketing strategy.
Discriminate between the controllable and uncontrollable marketing variables.
Examine basic changes in the external marketing environment that will lead to a change in
marketing strategy.
Develop a mission statement that advances marketing efforts.
Organize for successful implementation of marketing strategies.
Evaluate the most effective techniques for gathering information, undertaking strategic analysis,
and formulating strategies.
Special note: successful marketing managers often possess:
(a) Knowledge of and facility in the application of marketing concepts. (b) Knowledge of and facility employing marketing lingo (terms).
(c) Oral and written poise in discussing and/or presenting marketing solutions to problems.
Important objectives of this course are to acquire such knowledge, hone described facilities, and practice executive level discussion, presentation, and writing poise. Students who accomplish these will enhance not only the branding of their own labor, but will also enhance the branding of the Saint Leo University MBA Program.
Saint Leo Core Value:
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