MBA 5841: Strategic Marketing

Description

Presents an overview of marketing management with an emphasis placed on enabling the marketing manager to create strategies that “fit” the product/service to the organization’s distinctive competencies and its target market. Develops decision-making skills in marketing and provides an overview of the strategic marketing management process. Reviews the different methods used to address and exemplify the many issues and problems that are involved in creating and implementing the marketing strategy.

Outcomes

  1. Analyze an organization's strategic marketing goals that align with its mission.
  2. Examine organizational growth opportunities.
  3. Contrast different product market strategies.
  4. Evaluate an integrated marketing communication mix.
  5. Create a budget to include marketing, financial, and production resources.
  6. Classify concepts related to price and its impact on business strategies.
  7. Construct recovery strategies to improve organizational marketing goals.
  8. Develop an integrated comprehensive marketing strategy for an organization's product offering.

Prerequisites

None

Textbook(s)

Strategic market management (Rev: 11th ed.)

Publisher: Wiley (2018)
Author: Aaker, D. A., & Moorman, C.
ISBN: 9781119392200
Price: $59.43

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the CSU Bookstore at bookstore@columbiasouthern.edu