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Course Online Syllabus

Spring 2012

Department MKTGCourse Number6352 Section Number23742
Name of Course Strategic Mktg Management
Name of Instructor Yang,Jun

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. Take a systematic approach to strategic decision making in Marketing.
  2. Comprehend the basic concepts, principles and theories of contemporary marketing thought.
  3. Analyze the key environmental factors (such as demographic, economic, natural, technological, political-legal, and social-cultural developments) and their impact on marketing strategy.
  4. Be able to conduct competition analysis, select target markets and choose a profitable positioning strategy.
  5. Evaluate an organization's marketing situation and develop marketing strategies that create a sustainable competitive advantage.

Major Assignments/Exams

Exams (assessing course learning objectives 1-5) 50
Participation (assessing course learning objectives 1-5) 15
Case Analysis (Group Work) 15
Individual Report (assessing course learning objectives 1-5) 20

Required Reading

Philip Kotler and Kevin Lane Keller, A Framework for Marketing Management,5th ed., ISBN 978-0132539302.

Recommended Reading

No additional readings have been recommended for this course.

List of Discussion/Lecture Topics

  • Introduction and Chapter 1 Overview of Marketing
  • Chapter 2 Marketing Strategies
  • Chapter 3 Understanding Markets & Marketing Research
  • Chapter 4 Customer Value, Satisfaction and Loyalty
  • Chapter 5 Consumer Markets
  • Chapter 6 Business Markets
  • Chapter 7 Market Segments and Targets
  • Chapter 8 & 9 Brand Equity, Positioning and Competition
  • Spring Break
  • Chapter 10 Product Strategy and PLC
  • Chapter 11 Services
  • Chapter 12 Pricing Strategy
  • Chapter 13 & 14 Marketing Channel & Retailing
  • Chapter 15 & 16 Mass Communications
  • Chapter 17 & 18 Personal communication and Global Marketing
  • Project Presentation