MGT 704 Marketing Management gives you an overview of the entire marketing process and the integration of the elements and strategies that make up a marketing plan. Coursework focuses on the major policies and practices that underlie the activities of marketing institutions and the social, economic, and political implications of such policies.
Over the eight-week course, you’ll learn to apply marketing concepts for identifying, developing, and meeting customer needs. The development of a strategic marketing plan will serve as your final project and presentation, as well as illustrate your understanding of how marketing relates to other corporate functions, such as operations, finance, and human resources.
The emphasis of each week’s coursework will be on applying marketing principals and strategies to real life situations. Here are examples of some of the assignments you will complete as part of MGT 704 Marketing Management.
- Complete assigned reading, create multimedia presentations, and participate in group discussion forums.
- Write individual and team case study analyses that answer a variety of marketing industry questions.
- Develop a strategic marketing plan and accompanying PowerPoint presentation.
Each week focuses on a different theme. Your case study analysis, multimedia presentations, team assignment discussions, and final project and presentation will align with the week’s theme as well as its primary objectives. Weekly themes and course material are subject to change based on professor.
Week 1 – Introduction and Marketing Management Overview
This week you will begin the adventure of marketing management. Important issues will be discussed such as “Why is marketing important?” and “What is the scope of marketing?” After completing this week, you’ll be able to:
- Explain the fundamentals, changes, and impact of successful marketing management.
- Explore the strategic aspects of marketing at various levels within the organization.
- Evaluate the components of a marketing plan.
Week 2 – Marketing Management Processes
In week two, you’ll focus on the importance, value, usage, and effect of information on the marketing management process. Upon completion of the readings and assignments, you’ll be able to:
- Explain the key elements of a modern marketing information system, what is involved in a market intelligence system, and the key methods for tracking/identifying opportunities in the macro environment.
- Evaluate marketing research, focusing on matching research with strategies.
- Use modern metrics to measure productivity, return on marketing investment, and demand forecasting.
Week 3 – Creating Value and Loyalty
Throughout week three, you’ll examine the customer — his/her lifetime value, buying behaviors, influences, and purchase decision process, as well as how marketers use this information to analyze target audiences. Upon completion of the readings and assignments, you’ll be able to:
- Distinguish between macro and micro marketing principles, examining the how's, why's, and requirements of market segmentation.
- Explain the similarities and differences between consumer and business decision processes.
Week 4 – Branding
During the midpoint week of the course, you’ll delve into the three key marketing elements: branding, competition, and product life cycle. The information learned can be applied universally and immediately to any business, so you can:
- Evaluate products for their "brand”: positioning, building equity, strategies, differentiation, and communicating the brand position.
- Use a strategic point of view to evaluate the appropriateness of the various stages of a product's life cycle.
- Identify the strategies that deal with the competition: who are the primary competitors, analyzing competition, defending or growing market share, effectively competing, etc.
Week 5 – Product Development
As you progress to week five, you’ll examine key concepts of products, services, and pricing. Upon completion of the readings and assignments, you’ll be able to:
- Examine product and service marketing, creating strong co-brands, and marketing tools (i.e. packaging, warranties, labeling, and guarantees).
- Understand the difference between product and service marketing, as well as the ways to create and market each.
- Evaluate pricing strategies for marketing products and services (i.e. introductory pricing and responding to a competitor's price challenge) and assessing the outcomes of the strategies used.
Week 6 – Marketing Segmentation
In week six, you’ll explore distribution channels. Upon completion of the readings and assignments, you’ll be able to:
- Examine the marketing channel system and value network.
- Understand the functions performed by the marketing channels, decisions companies face in managing their channels, and key issues with e-commerce.
- Explore the “place” P of marketing with insights into the world of intermediaries (wholesalers, distributors, retailers), the current trends, challenges, and strategies.
Week 7 – Organizational Structure, Design, and Managing Organizational Change
Throughout this week, you’ll concentrate on tactical marketing. Upon completion of the week’s activities, you’ll be able to:
- Explain the role of marketing communication, including interactive marketing.
- Create an integrated marketing communications program and assess strategies for success.
- Explore key decisions that impact the outcome of advertising, sales promotion, public relations, direct marketing, and personal selling.
Week 8 – New and Global Markets
During this final week of the course, you’ll cover an eclectic range of topics, from new product development to the holistic marketing organization. You’ll explore trends in marketing practices, keys to effective internal marketing, and improving a company's marketing skill. In addition to creating a strategic marketing plan as a final project, after completing the activities for this week, you’ll be able to:
- Explain the challenges and strategies for new product development.
- Examine the parameters for marketing in a global economy.
- Identify marketing trends and strategies (internal and external) for long-term growth and viability of company.
To learn more about MGT Marketing Management, or other courses in the online MBA program from the University of Saint Mary, call 877-307-4915 to speak with an admissions advisor or request more information.