HB2504
University Of Houston-Victoria
Click here to open a new window to search Spring 2013 – Current Instructor & Course Information
Course Online Syllabus
Fall 2011
| Department | MKTG | Course Number | 6352 | Section Number | 25051 |
| 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
- Comprehend the basic concepts, principles, and theories of contemporary marketing thought.
- Review the essentials, major concepts, and tools of strategic marketing management.
- Analyze the key demographic, economic, natural, technological, political-legal, and socio-cultural developments in the macro-environment and their impact on marketing strategy.
- Comprehend the strategic marketing planning process which includes situation analysis, strategy development, financial analysis, and controls.
- Competition analysis and positioning, target market examination (demographics, needs, trends, and growth), and SWOT analysis.
- Develop marketing mixes, strategies, tactics, and programs that best fit a specific target market.
- 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 | 10% | ||
| Written Report | 15% | ||
| Individual Cases | 25% | ||
| Midterm Exam | 35% | ||
| Participation | 10% |
Required Reading
Philip Kotler and Kevin Lane Keller, A Framework for Marketing Management,4th ed., ISBN 0136026605.
There are five cases that are due during the semester. Details about them will be discussed in class.
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
- Product Strategy
- Mid-term Exam
- Pricing and Channels
- Services
- Retailing, Wholesaling, and Logistics
- Corporate Social Responsibility
- Thanksgiving Week
- Team Presentations and Papers Due Friday 5pm CST
Social Networks
