Strategic Marketing Management – BUSI 520

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 07/28/2020

Course Description

This course is designed to provide the student with a working knowledge of the steps involved in the analytical and decision-making processes involved in formulating, implementing and controlling a strategic marketing program for a product market entry.

Prerequisites

None

Rationale

In order to market successfully and efficiently, a marketer must thoroughly understand and properly apply the principles of managing a marketing strategy. Developing a strategic marketing plan is a multifaceted task that requires research, analysis, and decision making. This course provides the student with knowledge and practice related to crafting a viable marketing plan.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Apply concepts of marketing as they relate to strategic marketing management.
  2. Evaluate a firm’s external environment to include consumer markets, competition, market segments, positioning, product and branding, services, pricing, promotion, and evaluation.
  3. Integrate biblical principles with the field of marketing management.

Course Assignment

Textbook readings and lecture presentations

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in Module/Week 1.

Discussion Board Forums (2)

Discussion boards are collaborative learning experiences. Therefore, the student will create a thread in response to 1 of the available topics for the forum. The thread must be at least 600 words, reference at least 2 scholarly sources in addition to the course textbook in current APA format, and demonstrate course-related knowledge. In addition to the thread, the student will reply to at least 2 other classmates’ threads. Each reply must be least 250 words and reference at least 1 scholarly source in addition to the course textbook in current APA format.

Marketing Management Individual Project (MMIP)

Product/Service Topic Identification

Each student must choose a new or existing product/service to analyze for the Marketing Management Individual Project (MMIP). No two students can work on the same product/service.

Internal and External Marketing Variables

Each student must provide a description of the product/service and a brief history of the firm that produces the product/service. Assignments must include a title page that has the name of the project topic and the specific questions being addressed from the prompt, be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. This will be submitted through Safe Assign.

Consumer Analysis, Market Segmentation, and Market Coverage

Each student must analyze the consumer market and market segments for its product/service. Assignments must include a title page that has the name of the project topic and the specific questions being addressed from the prompt, be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. This will be submitted through Safe Assign.

Positioning, Competition, and Branding

Each student must describe the positioning, competition, and branding for the product/service. Assignments must include a title page that has the name of the project topic and the specific questions being addressed from the prompt, be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. This will be submitted through Safe Assign.

Services, Pricing, and Distribution

Each student must describe the support services, pricing, and distribution of the product/service. Assignments must include a title page that has the name of the project topic and the specific questions being addressed from the prompt, be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. This will be submitted through Safe Assign.

Promotion and Social Responsibility

Each student must analyze the promotions and socially responsible marketing associated with the product/service. Assignments must include a title page that has the name of the project topic and the specific questions being addressed from the prompt, be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. This will be submitted through Safe Assign.

Final Project

Each student must compile the 5 project installments found above into one cohesive document. The final project must include a title page, a brief introduction delineating the purpose of the project, a separate section (with heading) for each content component, and a 2-page recommendations and conclusions section. This section must offer suggestions for strategic or operational changes based on the research that has been conducted. The total length (not including title page and references) must between 5,000–7,250 words. There must be at least 10 relevant scriptural citations found throughout the document, with their relevance to the topic at hand explained. At least 15 scholarly resources (in addition to the Bible) must be used.

Integrations of Faith and Learning (2)

The student will complete 2 Integration of Faith and Learning (IFL) essays that are at least 500 words each, use 2 scholarly sources, are in current APA format, and are submitted as Microsoft Word documents through SafeAssign. The student will contemplate the assigned Scripture verse and relate it to marketing management.