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Course Online Syllabus

Spring 2011

Department MKTGCourse Number6352 Section Number23458
Name of Course Strategic Mktg Management
Name of Instructor Radighieri,Jeffrey

This information may not constitute all course policies; students are responsible for all course requirements established by their instructors during the semester and all institutional policies as established in the UHV student handbook.

Learning Objectives

As a result of this course, students will

  1. Comprehend the basic concepts, principles, and theories of contemporary marketing thought.
  2. Review the essentials, major concepts, and tools of strategic marketing management.
  3. Analyze the key demographic, economic, natural, technological, political-legal, and socio-cultural developments in the macro-environment and their impact on marketing strategy.
  4. Comprehend the strategic marketing planning process which includes situation analysis, strategy development, financial analysis, and controls.
  5. Competition analysis and positioning, target market examination (demographics, needs, trends, and growth), and SWOT analysis.
  6. Develop marketing mixes, strategies, tactics, and programs that best fit a specific target market.
  7. Evaluate an organizations marketing situation and design strategies that create sustainable competitive advantages for the firm in delivering value to its target markets.

Major Assignments/Exams

Midterm Presentation 5%
Final Presentation 15%
Written Report 30%
Individual Cases 20%
Midterm Exam 15%
Participation 15%

Required Reading

Philip Kotler and Kevin Lane Keller, A Framework for Marketing Management,4th ed., ISBN 0136026605.

Recommended Reading

No additional readings have been recommended for this course.

List of Discussion/Lecture Topics

  • Course and Marketing Introduction
  • Implementing Strategies
  • Understanding Markets
  • Creating Customer Value
  • Analyzing Consumer and Business Markets
  • Segmentation and Targeting
  • Brand Equity and Positioning
  • Spring Break -- No Class
  • Product Strategy
  • Mid-term Exam
  • Pricing and Channels
  • Services
  • Retailing, Wholesaling, and Logistics
  • Corporate Social Responsibility
  • Team Preparation Day
  • Team Presentations
  • Team Reports and Evaluations Due, Friday @ 5pm