Marketing Management

Course Number: BUSADMIN 4630
Course Name: Marketing Management (Online)
Course Description:    The determination of market policy; marketing administration and application of principles pertaining to management of marketing resources.
Prerequisites:    BUSADMIN 2630 or AGINDUS 2430 and one other marketing course and junior standing
Level: Undergraduate
Credits: 3
Format: Online  (This course is also offered in print.)
Program: Bachelor of Science in Business Administration
Bachelor of Science in Criminal Justice

Registration Instructions

NOTE: The information below is representative of the course and is subject to change.  The specific details of the course will be available in the Desire2Learn course instance for the course in which a student registers.

Additional Information

Learning Outcomes
Upon completion of this course, you should be able to

  • Describe the role of the four functions of management in marketing (comprehension).
  • Create intelligent and justifiable marketing plans using information (Synthesis).
  • Evaluate the social, operational, and ethical consequences of marketing decisions (Evaluate).
  • Assess the internal and external marketing environment (Evaluate).Formulate appropriate methods to measure and control marketing resources (Synthesis).
  • Apply best practices in strategic marketing to address marketing issues (Apply).
  • Demonstrate proficiency to write without spelling, grammar, or syntax errors.

Unit Descriptions
Course Organization and Assignment Descriptions

Unit 1: Strategic Marketing Management

Few people outside of the discipline of marketing understand how much the field has changed over the past couple of decades. With new strategies, ever-changing media options, and a rise in consumer influence, the discipline of marketing now requires exceptionally adaptive and technologically savvy leaders. In order to understand this shift, Unit 1 begins with an exploration of what marketing management is and some of its historical underpinnings.

After a brief history lesson, the unit then moves into the first function of effective management: planning. Most business students are at least somewhat familiar with the concept of strategic management; this lesson looks at the concept through the eyes of a marketing leader, revealing some of marketing's specific nuances and challenges. Lesson 3 introduces further complexity as we explore strategic marketing in a global marketplace.

Unit 1 concludes by introducing the first of several key technologies that contemporary marketing leaders must understand and effectively utilize to meet organizational objectives.

Upon completion of this unit, you should be able to

  • Describe the role of planning in marketing management (comprehension).
  • Assess the internal and external marketing environment for strengths, weaknesses, opportunities and threats (evaluation).
  • Formulate a situational analysis for an organization (synthesis).
  • Critique different organizational structures for their impact on marketing operations (evaluation).
  • Recommend marketing strategies and actions based on a company’s stage of the Global Marketing Experience Curve (synthesis).
  • Describe how marketing information can drive effective decision making (comprehension).
  • Analyze a failure of ethical conduct for root causes and both short and long term effects (analysis).
  • Describe the advantages of an effective CRM program or system (comprehension).

Unit 2: Scanning the Internal and External Marketing Enviroment

The first unit concluded by introducing the idea that marketing information can be a useful tool to guide our decision-making. Unit 2 takes that idea and starts to apply it in the context of an organization’s customers and competition. One of the bedrock assumptions of marketing is that if I better understand my customer’s needs, then I will be better able to fulfill those needs than the competition. Unit 2 provides several frameworks for developing a more refined picture of customers and the competition, as well as introduces the next couple of steps in the functions of management: organizing and directing.

Upon completion of this unit, you should be able to

  • Analyze a market for competitive forces and their influence (analysis).
  • Create a consumer profile using all relevant segmenting variables (application).
  • Explain the influence of personal, external and situational factors on consumer decision making (comprehension).
  • Describe the differences and similarities between consumer and business decision making (comprehension).
  • Recommend marketing strategies based on an assessment of which stage of the Product Life Cycle a product/industry is in (synthesis).
  • Assess the viability of utilizing customers to drive product improvements (evaluation).

Unit 3: Developing Your Product or Service Offering

The first two units focused on strategy development and getting the firm organized for successful implementation of that strategy. Unit 3 introduces the third function of management: directing. In this unit, you'll study best practices in directing marketing resources to balance the needs of the customer with the needs of the firm. The first lesson explores the allocation of resources for new product development to build a competitive advantage. Several companies have mastered this process; others have failed with a huge loss. We'll examine potential reasons for each. The second lesson provides insight into managing your service offerings and leveraging your resources to building customer loyalty. Lastly, we explore the effects of pricing on a firm's ability to generate future resources.

Upon completion of this unit, you should be able to

  • Evaluate sources of idea generation for new product development (evaluation).
  • Describe the primary types of risk that occur in new product development (comprehension).
  • Create an action plan to identify and overcome gaps in service quality (application).
  • Identify the stages of the Consumer Adoption Process (knowledge).
  • Design a service blueprint for an organization (synthesis).
  • Critique the appropriateness of different pricing strategies and tactics (evaluation).

Unit 4: Controlling and Measuring Marketing Resources

Our last unit begins by exploring how marketing managers can build value by optimizing their supply chain. Next, we examine the allocation of promotional resources. Long-gone are the days of “if you build it, they will come.” In today’s global economy, marketers must consistently persuade customers to buy their product instead of the competitions’. Unfortunately, marketers’ promotional budgets are often the first thing to be cut during times of hardship. In order to fend off those cuts to their budgets, marketers must be prepared to demonstrate the success of their efforts and justify every cent they spend. With that in mind, we come to our last function of management: control. Control represents how we measure and monitor our marketing performance.

Upon completion of this unit, you should be able to

  • Appraise the impacts of various compensation plans on organizational performance (evaluation).
  • Analyze a marketing channel for sources and magnitude of power/influence (analysis).
  • Describe ethical issues that arise when companies promote a product (comprehension).
  • Design effective marketing controls to monitor organizational performance (synthesis).
  • Evaluate emerging issues in marketing assessment (evaluation).

Grading Criteria for Activities

Assignment Possible Points
Weekly Discussions (14 @ 10 pts. each) 140 points
Written Case Analysis (4 @ 100 pts. each) 400 points
Group Activities (3 @ 50 pts. each) 150 points
Total: 690 points

Grading Scale
A 93% - 100%
A- 90% - 92%
B+ 87% - 89%
B 84% - 86%
B- 80% - 83%
C+ 77% - 79%
C 74% - 76%
C- 70% - 73%
D+ 67% - 69%
D 60% - 66%
F 0% - 59%