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Master Syllabus

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Administrative Unit: Business Administration Department
Course Prefix and Number: MKTG 478
Course Title: Marketing Management
Number of:
Credit Hours 3
Lecture Hours 3
Lab Hours 0
Catalog Description: Examination of the role of the marketing manager in analyzing, planning, implementing and controlling the marketing programs of an enterprise. Case work is used. Prerequisite: MKTG 310.
Prerequisite(s) / Corequisite(s): MKTG 310.
Course Rotation for Day Program: Offered Fall and Spring.
Text(s): Most current editions of the following:

Marketing Management
By Winer (Prentice Hall)
Marketing Management
By Kotler (Prentice Hall)
Marketing Management: Knowledge and Skills
By Peter and Donnelly (Irwin/McGraw Hill)
Course Objectives
  • To apply marketing theory and concepts to what marketers do in “the real world.”
  • To describe and explain how marketing strategies are developed.
  • To use marketing concepts to make business decisions.
  • To describe and explain current topics and issues in marketing.
    Measurable Learning
  • 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.
  • Critique and select target markets.
  • Identify and discuss the impact of consumer behavior on marketing strategy.
  • Apply market segmentation, targeting and positioning strategies.
  • Analyze market situations and develop plans for effective marketing strategies.
    Topical Outline: Every Business Administration course includes a written and oral presentation component.
  • Understanding marketing management
  • Analyzing marketing opportunities
  • Developing marketing strategies
  • Shaping the marketing offering
  • Managing and delivering marketing programs

    Recommended maximum class size for this course: 30

    Library Resources:

    Online databases are available at You may access them from off-campus using your CougarTrack login and password when prompted.

    Prepared by: Roberta Uhrig Date: April 3, 2006
    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.

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