The course is organized around the marketing planning process to clearly delineate the relationship among marketing decisions. Marketing functions are examined through case analysis to successfully integrate all elements of the managerial process. The course presents concepts from a decision making perspective rather than from a descriptive point of view. This approach reflects our emphasis on the marketing decisions that students are most likely to confront in their careers. Additionally, because marketing managers are held accountable for profits as well as sales, budgetary considerations of marketing decisions are discussed.
Most current editions of the following:
Marketing Management: Analysis, Planning, Implementation, and Control
By Kotler (Prentice Hall) Recommended
Strategic Marketing Problems: Cases and Comments
By R. Kerin, R. Peterson (Prentice Hall) Recommended
To understand the marketing functions.
To understand how to use resources available to satisfy the needs of customers and generate adequate levels of return.
To learn how the integration of strategy formulation, planning, programming, and budgeting are essential for world-class organizations.
To foster a systematic approach to marketing decision making, using traditional and technological approaches.
To increase knowledge of the field of marketing, and its contribution to organizations.
To develop skills/perspectives relating to analytical approach; communication skills; critical thinking; decision making; problem solving; and use of computer software.
To understand the issues pertinent to the development and implementation of marketing strategies in both domestic and global markets and for application within a range of industry sectors.
Evaluate the role of marketing in creating global business strategies.
Explain the relationship of the marketing plan to the company’s strategic plan and corporate objectives.
Identify and discuss environmental forces which may impact marketing strategy.
Identify and discuss the impact of consumer behavior on marketing strategy.
Use market segmentation, targeting, and positioning strategies for effective marketing mixes for diverse target populations.
Explain product development issues, the product life cycle, and be able to develop an effective product strategy.
Evaluate pricing strategies and perceived value and discuss how price interacts with other marketing mix variables.
Explain relationship marketing and explain how it can be used to develop effective marketing programs.
Analyze market situations and develop plans for effective marketing strategies.
All business administration courses include a written and oral presentation component.
Marketing in the 21st century
Market oriented strategic planning
Scanning the marketing environment
Dealing with competition
Segmenting, targeting, and positioning
Positioning and differentiating over the product life cycle
Designing and managing services
Designing pricing strategies and programs
Recommended maximum class size for this course: 15
NOTE: The intention of this master course syllabus is to provide an outline of the contents of this course, as specified by
the faculty of Columbia College, regardless of who teaches the course, when it is taught, or where it is taught. Faculty members teaching this
course for Columbia College are expected to facilitate learning pursuant to the course objectives and cover the subjects listed in the topical
outline. However, instructors are also encouraged to cover additional topics of interest so long as those topics are relevant to the course's
subject. The master syllabus is, therefore, prescriptive in nature but also allows for a diversity of individual approaches to course material.