MKT 500 Marketing Management

COURSE DESCRIPTION
Applies the major elements of the marketing process including domestic and foreign market assessment,
strategic planning, and the development of an effective marketing mix (product, price, promotion, and
distribution) to create customer value. Analyzes key marketing concepts, such as consumer / business
buying behavior, market research, brand management, product development, pricing strategies, and the
design of marketing channels (promotion and distribution). Examines the integration of marketing with
other functions in a business organization.

INSTRUCTIONAL MATERIALS
Required Resources
Iacobucci, D. (2014). MM4: Marketing management (4th ed.). Mason, OH: South-Western Cengage
Learning.
Case Pack MKT500: Marketing Management. Ann Arbor, MI: XanEdu.
Supplemental Resources
MBA Primer
Note: The MBA Primer is designed to help students with little or no educational background in
business to prepare for the rigors of an MBA program. The MBA Primer is also a useful tool for
students who have the business background but might need a refresher. It is a way to help you
prepare for the types of activities and concepts that will be covered in the MBA program, so you can
feel more comfortable and confident as you progress into higher level courses. Students are emailed
an access code for this product when they purchase MBA Primer from the Strayer Bookstore,
accessible through iCampus.
Coyle, J., et al. (2009). Supply chain management: A logistics perspective (8th ed.). Mason, OH: SouthWestern Cengage Learning.
Heilman, C. M., Bowman, D., & Wright, G. P. (2000). The evolution of brand preferences and choice
behaviors of consumers new to a market. Journal of Marketing Research, 37(2), 139-155.
doi:10.1509/jmkr.37.2.139.18728
Johnson, P. (2012). Buzzle: Marketing Mix Strategy. Retrieved from
http://www.buzzle.com/articles/marketing-mix-strategy.html
Keller, E., & Fay, B. (2012). Word-of-mouth advocacy: A new key to advertising effectiveness. Journal of
Advertising Research, 52(4), 459-464. doi:10.2501/JAR-52-4-459-464
Noseworthy, T., & Trudel, R. (2011). Looks interesting, but what does it do?? Evaluation of incongruent
product form depends on positioning. Journal of Marketing Research (JMR), 48(6), 1008-1019.
doi:10.1509/jmr.10.0384
PaloAltoSoftware (2013). Free Sample Marketing Plans. Retrieved on June 18, 2013 from
http://www.mplans.com/sample_marketing_plans.php
Rocks, S., Gilmore, A., & Carson, D. (2005). Developing strategic marketing through the use of marketing
networks. Journal of Strategic Marketing, 13(2), 81-92. doi:10.1080/0965254050008293
Sahadev, S., & Jayachandran, S. (2004). Managing the distribution channels for high-technology
products: A behavioural approach. European Journal of Marketing 38.1/2: 121-149.
2015 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 500 Student Version 1158 (8-26-2015)
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MKT 500 Marketing Management

Sheth, J. N. (2012). The reincarnation of relationship marketing. Marketing News, 46(16), 11.
Zou, S., & Volz, Y. Z. (2010). An integrated theory of global advertising: An application of the GMS theory.
International Journal of Advertising, 29(1), 57-84. doi:10.2501/S0265048709201038

COURSE LEARNING OUTCOMES

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.

Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
Develop strategies to assess performance and achieve marketing goals.
Create an effective marketing plan.
Examine the marketing science of customer behavior and products in the marketing exchange
process and create dynamic strategies for competing.
Evaluate the basis for market segmentation and approaches to segmentation.
Evaluate target customer segments and positioning products within these segments.
Develop branding strategies for existing and new products.
Develop pricing strategies and distribution channels for products.
Analyze integrated marketing communications and its relationship to advertising strategy.
Evaluate marketing research tools involved in the marketing process.
Use technology and information resources to research issues in marketing management.
Write clearly and concisely about marketing management using proper writing mechanics.

WEEKLY COURSE SCHEDULE

The standard requirement for a 4.5 credit hour course is for students to spend 13.5 hours in weekly work.
This includes preparation, activities, and evaluation regardless of delivery mode.
Week
1

Preparation, Activities, and Evaluation

Points

Preparation

Reading
o

Chapter 1: Why is Marketing Management Important?

Chapter 17: Marketing Plans

Scenario: The 4Ps of Marketing

Activities

Discussion

Evaluation

20

None

Preparation

Reading(s)
o

Chapter 2: Customer Behavior

Chapter 3: Segmentation

Scenario: How Do Cultural Differences Affect Consumers Behavior?

Case Study: The Tata Nano: The People's Car (A)

Activities
2015 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 500 Student Version 1158 (8-26-2015)
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MKT 500 Marketing Management

Discussion

20

Evaluation

None

Preparation

Reading(s)
o

Chapter 4: Targeting

Chapter 5: Positioning

Activities

Discussion

20

Evaluation

None

Preparation

Reading(s)
o

Chapter 6: Products: Goods and Services

Chapter 7: Brands

Scenario: Branding Your Product

Case Study: Tropicana: Social Media Teach Marketers a Branding

Lesson
Activities

Discussion

20

Evaluation

Assignment 1: Part A: Your Marketing Plan

200

Preparation

Reading
o

Chapter 8: New Products

Activities

Discussion

20

Evaluation

None

Preparation

Reading(s)
o

Chapter 9: Pricing

Chapter 10: Channels of Distribution and Logistics

Scenario: Setting the Right Price and Deciding on Distribution

Channels and Logistics
Activities

Discussion

Evaluation

Assignment 2: Part B: Your Marketing Plan

20
240

Preparation

2015 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 500 Student Version 1158 (8-26-2015)
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MKT 500 Marketing Management

Reading(s)
o
o

Chapter 11: Advertising Messages and Marketing

Communication
Chapter 12: Integrated Marketing Communications and
Media Choices

Activities

Discussion

20

Evaluation

None

Preparation

Reading(s)
o

Chapter 13: Social Media

Scenario: Developing Social Media Campaigns for the New Product

Launch
Activities

Discussion

20

Evaluation

Assignment 3: Part C: Your Marketing Plan

280

Preparation

Reading(s)
o
o

Chapter 14: Customer Satisfaction and Customer

Relationships
Chapter 15: Marketing Research Tools

Activities

Discussion

20

Evaluation

10

None

Preparation

Reading(s)
o

Chapter 16: Marketing Strategy

Scenario: Creating Future Marketing Strategies and Plans for

Sustainability of the New Product Launch
Activities

Discussion

20

Evaluation

11

Assignment 4: Part D: Your Marketing Plan Video / Presentation

200

Preparation

Reading(s): None

Activities

Discussion

20

Evaluation
2015 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 500 Student Version 1158 (8-26-2015)
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MKT 500 Marketing Management

None

GRADING SCALE GRADUATE

Total Points

% of
Grade

Assignment 1: Part A: Your Marketing Plan

200

18%

Assignment 2: Part B: Your Marketing Plan

240

21%

Assignment 3: Part C: Your Marketing Plan

280

24%

Assignment 4: Part D: Your Marketing Plan Video / Presentation

200

18%

Participation (11 discussions worth 20 points apiece)

220

19%

1,140

100%

Assignment

Totals

Points

Percentage

Grade

1,026 1,140

90% 100%

912 1,025

80% 89%

798 911

70% 79%

Below 798

Below 70%

2015 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 500 Student Version 1158 (8-26-2015)
Page 5 of 5