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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 Spring.

Text(s): Most current editions of the following:

Marketing Management
By Winer (Prentice Hall)
Marketing Management
By Kotler and Keller (Prentice Hall)
Marketing Management
By Peter and Donnelly (Irwin/McGraw Hill)
Course Learning Outcomes
  1. Discuss and analyze the goals of marketing management as they apply to strengtheningĀ  brands
  2. Analyze the function of marketing in a global environment.
  3. Analysis of external environments and how these environments impact marketing management.
  4. Evaluate alternative solutions to marketing problems.
  5. Develop effective and strategic marketing analysis skills.
  6. Determine the role of each of the elements of the marketing mix within the marketing strategy
Major Topics/Skills to be Covered:

This course may include a written and/or 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 the Columbia College Stafford Library.  You may access them using your CougarTrack login and password when prompted.

Prepared by: Joann Wayman Date: February 9, 2016
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 learning outcomes and cover the subjects listed in the Major Topics/Skills to be Covered section. 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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