|CLASS CODE:||B 459||CREDITS: 3|
|DIVISION:||BUSINESS & COMMUNICATION|
|GENERAL EDUCATION:||This course does not fulfill a General Education requirement.|
|DESCRIPTION:||Focuses on marketing's role in gaining a sustainable competitive advantage. Covers all the steps in developing a strategic marketing plan, including situation analysis, objectives, strategies, tactics, and budgets. Substantial use of detailed case studies, involving analysis of sales and cost data to aid in product, pricing distribution, and promotion plan decisions.|
|CONTENT AND TOPICS:||Focuses on marketing's role in gaining a sustainable competitive advantage. Covers a marketing plan including situation analysis, objectives, strategies, tactics, and budgets.|
|GOALS AND OBJECTIVES:||Obtain the necessary tools and framerworks to be an effective contributor (one who adds value) to marketing decision-making whether as an entrepreneur or in an established firm.
Learn to distinguish between corporate, strategic business unit, and marketing strategy, and a marketer's influence on each.
Learn how to do opportunity analysis in order to identify attractive markets, identify sustainable competitive advantages, target attractive market segments and differentiate through positioning.
Be able to formulate marketing strategies for new market entries, growth markets, mature and declining markets, and for the new economy.
Formulate plans for effective implementation of decisions and measure performance.
Perform an in-depth strategic analysis of a real company.
Be able to present high-level marketing strategy concepts and make strategic decisions in a logical, logic supported manner.
Be aware of the ethical dilemmas likely to face marketers and practice making ethical decisions.
|REQUIREMENTS:||Objective test, comprehensive marketing strategy, simulation game, impromptu student presentations|
|EFFECTIVE DATE:||August 2001|