...MBA 5501, Advanced Marketing Course Syllabus Course Description An overview of advanced topics in marketing planning, strategy, analysis, and control. Emphasis on consumer needs and analysis, market position, competition, and public policy environment related to marketing activities. Prerequisites None Course Textbook Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall. Course Learning Objectives Upon completion of this course, students should be able to: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Explain both the Marketing Concept and the Holistic Marketing Concept. Analyze the macroenvironments as related to the marketing process. Illustrate the use of marketing research and the forecasting of demand. Describe the development of customer value, satisfaction, and loyalty. Explain the use of customer relationship management in cultivating customer relationship. Illustrate the consumer buying process and the organizational buying process. Illustrate market segmentation, market targeting, and brand equity. Describe positioning and differentiation strategies. Illustrate the development of product strategy and explain competitive strategies. Explain the marketing strategies for service companies. Identify and explain the various pricing strategies. Describe the management of the retail and wholesale business. Classify the management of advertising, sales promotion, events, and public relations. Identify...
Words: 3472 - Pages: 14
...involves examining the options available to the organisation from a broader perspective. The market options matrix is different from Ansoff matrix in the sense that it not only presents the options of launching new products and moving into new markets, but also involves exploration of possibilities of withdrawing from certain markets and moving into unrelated markets (Lynch, 2003). Ansoff matrix is a useful framework for looking at possible strategies to reduce the gap between where the company may be without a change in strategy and where the company aspires to be (Proctor, 1997). Main aspects of Ansoff Analysis The well known tool of Ansoff matrix was published first in the Harvard Business Review (Ansoff, 1957). It was consequently published in Ansoff's book on ‘Corporate Strategy' in 1965 (Kippenberger, 1988). Organisations have to choose between the options that are available to them, and in the simplest form, organisations make the choice between for example, taking an option and not taking it. Choice is at the heart of the strategy formulation process for if there were no choices, there...
Words: 3236 - Pages: 13
...Instructions Analyze and review your company's past growth and financial statements. Looking at past growth numbers can help you determine your marketing goals and objectives. Review the past marketing strategies and tactics, and make a note of which strategies produced the highest return on investment. Identify your company's strengths and weaknesses. Develop a list of key differentiators for your company and areas you would like to improve upon. For example, your company may excel at customer service, but your prices may be perceived as high by your customers. Make a list of opportunities and threats in the market. For example, your business may be expanding into the business-to-business sector in the following year, which represents a significant opportunity for growth for your company. Or, you may have a competitor opening several new offices in the coming year, which represents a threat to your company. Analyze the data you compiled. This step is where you really put "rubber to the road" when writing your marketing case analysis. First, review the strengths and weaknesses of your company, and compare them to the external threats and opportunities. The key here is to determine two or three key differentiating factors you can use in your marketing materials. Identify these factors and use them to write the first part of your marketing case analysis, which are your objectives. For example, "The purpose of this marketing case analysis is to communicate how AB Industries...
Words: 436 - Pages: 2
...Advanced Topics in International Marketing Compulsory Graduate Graduate school 1 2 st nd 6 ECTS; 36 hours of class work, 126 hours of self-study Prof. Dr. Hemant Merchant hemant.merchant@yahoo.com Marketing, International Marketing; Programme requirements (pre-reading) Consecutive (Evenings & Online) English COURSE ANNOTATION This course is designed to facilitate a more “applied/practical” understanding of contemporary issues facing companies who market (or intend to market) their products/services across national boundaries. The course focuses on real-life challenges that companies encounter in the context of their international marketing function (broadly defined). In general, these challenges relate to identifying, evaluating, and making tradeoffs across national, organizational, and personal contexts. Thus, we will discuss formulation- and implementation-related challenges as well as generate solutions to ‘international marketing’ dilemmas. COURSE LEARNING OUTCOMES Learning Methods: Case discussion; Role plays; Mini-debates; Mini-lectures Assessment methods: Class participation; Case presentation; Final exam CLO1. Understand the international marketing environment; Contemplate and analyze international marketing opportunities. CLO2. Gain an understanding of international marketing effort related to the market entry and marketing mix strategies CLO3. Identify, interpret and evaluate information sources related to multinational marketing with the emphasis on information...
Words: 3323 - Pages: 14
...Business and marketing strategy fundamentals Course code Course title Business and marketing strategy fundamentals Type of course Compulsory Level of course Graduate Department in charge Graduate School Year of study 1st Semester Fall Number of credits 10 ECTS; 56 hours of class work, 210 hours of selfstudy; 2 hours of consultations Lecturer Benas Adomavičius & PhD. Neringa Ivanauskienė Date of the course XYZ Prerequisites Undergraduate diploma in social sciences Form of studies Friday/Saturday Language of instruction English/Lithuanian Course description Business and marketing strategy are critical components of business success since strategic issues and possibilities arise in all sectors. Important aspects are not only the company’s positioning in relation to its market, but also the technological development, the supply of labour, political developments in society and other factors relevant for how organizations manage their business. 1 2013 Fall semester To a large extend strategic work is about understanding these factors and reinterpreting them so that they become assets rather than restrictions. Business strategy and marketing management concepts and techniques are studied. The course serves as an opportunity to develop skills for environmental and market analysis, understanding of the major business and marketing strategy issues, formulating business and marketing strategies and tactics. Course aim Students are going to discover knowledge...
Words: 3923 - Pages: 16
...MKTG 201– Principles of Marketing Spring 2014 Instructor | Shoaib Ul-Haq | Room No. | 4th floor, 440, SDSB Building | Office Hours | By appointment | Email | shoaib.haq@lums.edu.pk (the preferred method of contact) | Telephone Extension | 5226 | Secretary/TA | Secretary: Ms. Nabeela | TA Office Hours | | Course URL (if any) | LMS | Course Basics | Credit Hours | 4 | Lecture(s) | Nbr of Lec(s) Per Week | 2 | Duration | 1 hour 50 minutes each | Recitation/Lab (per week) | Nbr of Lec(s) Per Week | N/A | Duration | N/A | Tutorial (per week) | Nbr of Lec(s) Per Week | N/A | Duration | N/A | Course Distribution | Core | | Elective | Yes | Open for Student Category | Seniors, Juniors, Sophomores, Freshmen | Close for Student Category | | Course Description | Marketing helps in meeting the local and global challenges facing different organizations throughout the world. This course introduces, to the students, the fundamentals of marketing such as key concepts, theories, and applications along with emerging marketing trends which are an integral part of managing profitable customer relationships and are essential to any successful organization. The goal of every marketer is to create more value for both internal and external customers. This course will enhance students’ knowledge and problem solving abilities towards Marketing related issues using customer-centric approach. | Course Prerequisite(s) | None | Course...
Words: 2574 - Pages: 11
...School of Economics, Finance and Marketing RMIT University, Melbourne, Australia kaleel.rahman@rmit.edu.au Name / contact details of other relevant staff Visiting lecturers: Dr Kaleel Rahman / Dr. Linda Robinson / Mr. Brian McCauley Teacher guided hours Learner directed hours Course Description 36 108 Concentrating on buyers needs is fundamental to the marketing concept. The emphasis of this subject is to look more closely at the buyer, covering the factors effecting: • • • • • why people make purchase decisions what products (goods and services) people buy how people go about the purchase process the frequency with which people purchase the buying decision process It is crucial that practitioners are able to usefully apply these buyer behaviour concepts to their marketing programs. The increasing complexity, competitiveness and change in today’s markets require a marketing practitioner to have a thorough understanding of buyer behaviour theories and dynamics if they are to have a competitive edge. MKTG 1052 BUYER BEHAVIOUR S1 2014 Course Guide 1 On completion of the course, students will normally be able to: Learning Outcomes • • Develop familiarity with the theories of buyer behaviour in consumer markets. Enhance their abilities to appraise models of consumer behaviour and determine their relevance to particular marketing situations. • Enhance their abilities to input this knowledge in the marketing planning process, particularly...
Words: 3468 - Pages: 14
...John Wiley & Sons, Inc. David L. Kurtz University of Arkansas Louis E. Boone University of South Alabama BUSINESS 14TH EDITION Contemporary . . . at the speed of business “The 14th edition of Contemporary Business is dedicated to Joseph S. Heider, who brought me to John Wiley & Sons. Thank you, Joe.” —Dave Vice President & Executive Publisher Acquisitions Editor Assistant Editor Production Manager Senior Production Editor Marketing Manager Creative Director Senior Designer Text Designer Cover Designer Production Management Services Senior Illustration Editor Photo Editor Photo Researcher Senior Editorial Assistant Executive Media Editor Media Editor George Hoffman Franny Kelly Maria Guarascio Dorothy Sinclair Valerie A. Vargas Karolina Zarychta Harry Nolan Madelyn Lesure 4 Design Group Wendy Lai Elm Street Publishing Services Anna Melhorn Hilary Newman Teri Stratford Emily McGee Allison Morris Elena Santa Maria This book was set in Janson TextLTStd-Roman 10/13 by MPS Limited, a Macmillan Company, Chennai, India and printed and bound by R. R. Donnelley & Sons. The cover was printed by R. R. Donnelley & Sons. This book is printed on acid free paper. ∞ Founded in 1807, John Wiley & Sons, Inc. has been a valued source of knowledge and understanding for more than 200 years, helping people around the world meet their needs and fulfill their aspirations. Our company is built on a foundation of principles that include responsibility to the communities we serve and where we live...
Words: 9095 - Pages: 37
...American University Department of Business The University Catalog and Student Handbook supplement this syllabus and are available through IAU Online as a digital soft copy. Please make sure that you review the University Catalog and Student Handbook so that you can be successful in this course. 4201 Wilshire Blvd., Suite #610 ♦ Los Angeles, CA 90010, CA, U.S.A. ♦ T: (323) 938-4428 ♦ F: (323) 938-4-4429 ♦ E: www.iau.la MKT 500C Marketing Management Syllabus Instructor Name: Instructor Phone: Instructor Email: Campus / Room: Mode: COURSE DETAILS Christopher Lloyd, MBA (310) 594-1023 clloyd@iau.la Main Campus – B Hybrid Term/Year: Days: Time: Start: End: Fall S2, 2015 Wednesdays 6:00pm - 10:00pm October 26, 2015 December 18, 2015 Christopher Lloyd earned his MBA with a concentration in Information Systems from California State University Long Beach in 2012. Professor Lloyd teaches as an adjunct professor for courses in management, marketing, business, information systems management, and computer information systems for undergraduate and graduate level courses. His responsibilities include teaching and mentoring undergraduate and graduate students, and attending conferences and symposiums addressing strategic management, digital marketing, and search engine optimization. Professor Lloyd's "learning through application" approach earns him high praise from his students. His genuine interest in their career advancement and personal betterment...
Words: 9115 - Pages: 37
...Application of principles of health administration in several practice settings. Decision making, strategic management, organizational performance, communication, and provider comparisons. Introduction This course is designed to be the capstone course for the Master of Health Services Administration degree. It assumes that the student is in the final semester of graduate work and has successfully completed course work in health issues and policy, health economics, financial management, organizational behavior, quantitative analysis, and health law. The title of the course and its description has been instrumental in shaping the focus of this course and the material to be covered. My particular emphasis will be on management strategy within the context of current theory and practice. We will introduce new concepts, develop and refine old ones, expand upon your theory of management and organizations, and examine present and emerging practices. The course activities have been designed to bridge the gap between theory and practice and strengthen...
Words: 5375 - Pages: 22
...Marketing Principles and Analysis MKT 305 Winter Quarter 2014-2015 Instructor: Bill Froese Office Location: See Blackboard Office Hours: See Blackboard Phone: 224-616-4789 Email: wfroese@robertmorris.edu Course: MKT 305 Quarter Hours: 4 COURSE DESCRIPTION: This course will introduce students to key marketing principles including the marketing concept, management of the marketing mix (product, price, place and promotion), analysis of the external environment, ethical issues in marketing, segmentation, targeting and positioning. This course examines how organizations discover needs or wants that they can serve in the market place. Upon completion of the course, students should understand and appreciate the significant role that marketing plays in our fast-changing global marketplace. LENGTH OF COURSE: 10 weeks TEXTBOOK: Boone, Louis E. and Kurtz, David L. Contemporary Marketing, 15th Edition 2013. Mason, Ohio. Southwestern/Cengage, 2013. ISBN: 978-1-111-57971-5 NOTE: Make sure you get the 15th Edition and not the 16th! There is also a bundled package including the Text with Blackboard MindLink for CourseMate and e-text access printed access code card. ISBN: 978-1-305-59157-8 Finally, you can get the Blackboard MindLink for CourseMate and e-text access printed access code card. ISBN: 9781285369488 Special Note Regarding CourseMate: CourseMate supplemental resources are bundled with the purchase of a new textbook. CourseMate can become...
Words: 3876 - Pages: 16
...International Marketing Table of Contents 1. General 1 2. Overview of Module and Module Descriptor 1 3. Assessment Criteria and Marking Guidelines 3 3.1 Assessment Timetable 4 4. Schedule of Work / Topics 5 5. Communication 6 6. Support for Your Learning 7 6.1 Specific Support Materials for Module 8 7. Developing Good Academic Practice 10 8. Student Charter 12 9. Complaints and Appeals 12 10. Module Feedback from Previous Students 13 General General guidance and information on the university experience for all students can be found in the Student Handbook, which is available online via http://www.bradford.ac.uk/study/new-students/. Overview of Module and Module Descriptor This document outlines key information concerning the UG International Marketing in 20012/13. Contents of the document are subject to minor changes. Updated information will be posted on Blackboard as required. Please make sure that you regularly log onto Blackboard. The increasing opportunities and threats placed by the growth in international business makes the skills of the international marketer critical for business survival. This is true no matter what the business sector or type or size of firm. Even firms not directly involved with active international marketing are likely to be influenced by factors in the international marketing environment, if only in the form of increased international competition. This module examines core issues in international marketing, with every...
Words: 4353 - Pages: 18
...katemackietx Course Web Page via Blackboard ------------------------------------------------- Teaching Assistants Dave Isquick (David.Isquick@mba12.mccombs.utexas.edu ) Course Objectives The primary objectives of this course are to: a) advance your understanding of concepts and tools useful in the analysis and development of pricing and distribution strategy, and b) help you develop skills and gain experience in formulating these strategies. Learning methods The course uses (a) individual and team assignments with field work, (b) case study briefs and discussions (c) lectures and discussions of readings, (d) guest speakers, and (e) a pricing simulation. The classroom environment will be very interactive, so prepare to get involved. Students come from a variety of backgrounds with a large and diverse base of knowledge and experience. Therefore, the primary role of the professor will be to facilitate discussions that bring out pertinent issues and to better frame the analyses of these issues. Required materials Case Packet: The case packet is available through www.study.net. Instructions to get materials from study.net are included in the last page of this syllabus, before the course schedule. Pricing Simulation – Universal Rental Car – Harvard Business School: Sign up instructions will be provided to you in early October. It will cost $12.50. There will be a practice round available from Nov. 4-9....
Words: 10958 - Pages: 44
...in Business to Business Teaching Notes Summary This case focuses on the marketing and advertising efforts that have been done by General Electric throughout the years to build a corporate brand and establish a personal brand identity. Immelt- General Electric ninth CEO- has to decide on the direction of General Electric within the coming years. Immelt who has officially held the position of General Electric’s CEO few days before September 11, 2001 has been faced with a lot of challenges since day one. These challenges are mainly a struggling economy, rising fuel costs and global warming. The main issue at the current time is what other extensions or modifications to General Electric’s brand strategy could be done in order to maintain its position within the global market. Class discussion can revolve around the following questions that students should consider before class: 1. Discuss the importance of B2B marketing and a strong B2B brand. How does it differ from consumer marketing? 2. Did Jeff Immelt and Beth Comstock do the right thing by dropping “We Bring Good Things to Life” for “Imagination at Work”? Why or why not? 3. Has “Imagination at Work”, “Ecomagination”, and “Healthcare Re-Imagined” changed GE’s brand? If so, how? Is it a good change or not? 4. Can Immelt transform GE’s approach of innovation (risky, unknown areas like fuel cells, solar energy, hydrogen storage, and nanotechnology) versus past strategies of improvements of current technologies...
Words: 1214 - Pages: 5
...200087 Strategic Marketing Management School of Business│Learning guide Autumn 2012 HOW TO USE THIS LEARNING GUIDE ICON KEY Activity Checklist Deadline Handout Hint Important information Online activity Reading Toolkit Warning This learning guide supplements the unit outline and is designed to help you navigate through the unit. It will help you focus on what you need to do for classes and the various assessment tasks. You should consult the relevant section of the learning guide as you plan your study – it will highlight the main things that you should be getting out of the resources available and provide guidance on teaching activities and class preparation. The learning guide also offers some study tips to assist you in developing the skills and techniques of an effective learner at university level. In addition to acquiring information and skills relevant to this unit, you should also focus on developing the habits and tools of a successful university student. As an adult learner you need to take control of your own learning and ensure your own success. This learning guide is specifically designed to help you achieve this. A standard set of icons is used throughout the learning guide to make navigation easier. Use the icons to quickly identify important information, things you need to do and hints for doing them. STAFF Unit Coordinator Peter Cordina Building ED.G.68, Parramatta campus Phone: 9685 9583 Point of first contact Unit administration...
Words: 6882 - Pages: 28
