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May 21, 2024
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2022-2023 Catalog [ARCHIVED CATALOG]
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MKTG 204 - Marketing Management
PREREQUISITES: ACCT 101 - Financial Accounting and BUSN 105 - Principles of Management and MKTG 101 - Principles of Marketing
PROGRAM: Business Administration
CREDIT HOURS MIN: 3
LECTURE HOURS MIN: 3
DATE OF LAST REVISION: Summer, 2011
Focuses on the analysis, implementation and control of marketing strategy. Emphasizes the major decisions management faces in its effort to harmonize the objectives and resources of the organization with the needs and opportunities of the marketplace.
MAJOR COURSE LEARNING OBJECTIVES: Upon the successful completion of this course the student will be expected to:
- Describe and apply important marketing terms, concepts, and principles.
- Interpret the role of marketing in the economy.
- Recognize the major characteristics of consumer and organizational markets.
- Illustrate the concepts of market segmentation, targeting, and positioning.
- Apply product concepts by demonstrating the ability to develop and evaluate a product strategy.
- Apply pricing concepts by demonstrating the ability to develop and evaluate a pricing strategy.
- Apply distribution concepts by demonstrating the ability to select and evaluate channel alternatives.
- Apply promotion concepts by demonstrating the ability to select and evaluate a promotional strategy.
- Apply marketing concepts to service organizations.
- Differentiate between nonprofit and for-profit marketing activities.
- Evaluate the financial position and financial impact of various marketing strategies.
- Prepare a marketing plan.
COURSE CONTENT: Topical areas of study include -
- Marketing terms
- Target markets
- Segmenting
- Positioning
- Product strategies
- Service marketing
- Cause marketing
- Pricing strategies
- Psychological pricing
- Distribution strategies
- Non-Profit marketing
- Promotional strategies
- Financial analysis
- Marketing plan
Course Addendum - Syllabus (Click to expand)
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