California University of Pennsylvania University Course Syllabus Approved: 2/4/13 Department of Business and Economics A.
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Protocol Course Name: Marketing Management Course Number: MKT 401 Credits: 3.0 Prerequisites: MKT 300 Maximum Class Size (face-‐to-‐face): 35 Maximum Class Size (online): 35 After completing this course, students will be able to: 1. Apply a systematic framework for understanding marketing management and strategy. 2. Identify and synthesize the basic concepts and issues in marketing, including the creation of value through the integrated production and distribution of goods and services and the global, political, economic, legal, and regulatory context for business. 3. Evaluate the role of technologies including interactive media on the evolution of marketing strategy 4. Apply an understanding of how marketing decisions impact complimentary business disciplines. 5. Evaluate and analyze the interrelationships among critical elements of the marketing mix, advertising mix, and the internal and external environmental factors impacting the firm 6. Define the ethical and social responsibilities of marketing management in organizations and in a global society. 7. Define and analyze the functions of several variables, and graph functions of selected variables, to illustrate an international focus in developing marketing management and strategy
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C. Catalog Description: This course focuses on the description and analysis of the nature, strategies, and techniques used in marketing. It examines the impact of technology on marketing, and the strategic role of marketing in the overall goal of organizational success in highly competitive and volatile markets. The decision making process of managers will be explored as they lead the design and implementation of a marketing strategy that encompasses product planning, pricing, supply chain management and promotion strategies. D. Outline of the Course: I. Marketing Principles Review a. The evolution of marketing management b. The marketing concept c. The role of strategic planning d. The strategic marketing plan e. The marketing management process II. Implementation and Control of the Marketing Strategy a. Situation analysis b. SWOT analysis c. Situational influences d. Social influences on consumer decision making e. Product and category involvement III. Marketing Information Systems a. The role of marketing research b. The marketing research process c. Processing research data d. Limitation of research processes e. Evaluating marketing research contributions IV. Social technology influences on consumer decision making a. Five stages of consumer decision making b. Impact of technology on the search process c. Culture and sub culture considerations d. Reference groups and families e. Marketing influences on decision making V. Integrated marketing communications a. Promotion mix components b. Advertising strategy c. Advertising execution d. The effect of product adaptation and diffusion e. Communications across the product life cycle VI. Product and Service Distribution
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a. The role of marketing intermediaries b. The distribution environment c. The business objectives of supply chain management d. Vertical and horizontal marketing systems e. Distribution management and control Organizing for Global Markets a. Foreign market entry strategies b. Organizing the multinational marketing effort c. Global marketing research strategies d. Global product strategies e. Global distribution strategies
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Teaching Methodology: 1) Traditional Classroom Methodology includes, but is not limited to: lecture, case studies, in-‐class discussions, multi-‐media presentations, analysis of readings, reflections, individual projects, group projects, peer student comments, and incorporation of Internet resources. Emphasis will be placed on engaging the learner for involvement and active participation in the learning process. 1. Online Methodology – for online classes, the following tools will be used to facilitate learning of the material: live classrooms, exercises, case analysis, streaming media, internet research, research papers, discussion boards, voice presentations, voice announcements, voice e-‐mails, wikis, blogs, and podcasts. The online version of this course follows the standards of the Quality MattersTM rubric.
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Text Peter, J.P., & Donnelly, J.H. (2011). Marketing Management (10th edition). New York, NY: McGraw-‐Hill. ISBN: 978-‐0-‐07-‐353005-‐5 Kotler, P. & Keller, K. (2012) Framework for Marketing Management (5th edition) Upper Saddle River (NJ): Pearson. ISBN: 978–0–13–253930-‐2 Or other similar texts. Assessment Activities: The following are examples of assessment strategies that may be used. Individual instructors may customize different activities. 1. Class Participation 2. Written assignments and papers
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Exams and/or quizzes Individual projects Group projects Case studies Article/Book critiques Journal reflections Portfolio development Research development
Accommodations for Students with Disabilities: OSD Revised April 2014 STUDENTS WITH DISABILITIES Students with disabilities: • Reserve the right to decide when to self-‐identify and when to request accommodations. • Will register with the Office for Students with Disabilities (OSD) each semester to receive accommodations. • Might be required to communicate with faculty for accommodations which specifically involve the faculty. • Will present the OSD Accommodation Approval Notice to faculty when requesting accommodations that involve the faculty. Office for Students with Disabilities Requests for approval for reasonable accommodations should be directed to the Office for Students with Disabilities (OSD). Approved accommodations will be recorded on the OSD Accommodation Approval notice and provided to the student. Students are expected to adhere to OSD procedures for self-‐identifying, providing documentation and requesting accommodations in a timely manner. Contact Information: • Location: Azorsky Building – Room 105 • Phone: (724) 938-‐5781 • Fax: (724) 938-‐4599 • Email:
[email protected] • Web Site: www.calu.edu (search “disability”) ************************************************************* I. Supportive Instructional Materials, e.g. library materials, web sites, etc. The web sites www.marketingpower.com, www.secondarydata.com, and www.2010census.gov among many others.
Additional Information for Course Proposals J. Any qualified members of the Business and Economics department faculty or adjunct faculty approved by the department. K. Rationale for the Course: This course focuses on the description and analysis of the nature, strategies, and techniques used in marketing management. These tasks are undertaken in most companies at the strategic business unit level. The marketing management process is important at all levels of the organization, regardless of the title applied to the activity. Typically, it is called corporate marketing, strategic marketing, or marketing management. For our purposes they all involve essentially the same process, even though the actors and activities may differ. The course is intended for marketing concentration students who wish to deepen their understanding of marketing management in a strategy-‐planning context, as well as non-‐marketing concentration students who desire a course in marketing strategy with a management and planning orientation. L. Specialized Equipment or Supplies Needed: None M. Answer the following questions using complete sentences: 1. Does the course require additional human resources? (Please explain) This course requires no additional human resources. 2. Does the course require additional physical resources? (Please explain) This course requires no additional physical resources. 3. Does the course change the requirements in any particular major? (Please explain) This course does not change the requirements for any particular major. 4. Is the course replace an existing course? (If so, list the course) This course is currently being taught as part of the Business & Economics department curriculum. There is currently no approved syllabus on file with the UCC. 5. How often will the course be taught? This course will be taught 2 semesters per year. 6. Does the course duplicate an existing course in another Department or College? (If the possibility exists, indicate course discipline, number, and name) This course does not duplicate an existing course in any other department or college. 7. What is the recommended maximum class size for this course? The recommended maximum class size is 35 in the traditional classroom and 35 online.
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If the proposed course includes substantial material that is traditionally taught in another discipline, you must request a statement of support from the department chair that houses that discipline. Not applicable. Please identify if you are proposing to have this course considered as a menu course for General Education. Not applicable Provide Approval Form (electronically).
