Apr 26, 2018
MK 401 - Marketing Management
In this course we will cover important marketing principles and then we will go on to apply those principles in developing a marketing plan for a product/service defined early in the course. The marketing plan calls for your analysis of consumers, competitors and the external environment.
Prerequisites & Notes
- Assignments: 5 Units
- Interactivity: Discussion Boards
- Final Assessment: Final Project
Course Learning Objectives
Upon completion of this course, you should be able to do the following:
- Define the key internal and external resources that are often part of the marketing management process and/or oversight.
- Identify the competition, customers, and the markets served and the role market analysis plays within an organization.
- Identify the buying behavior life-cycle for both business-to-consumer (B2C) purchases as well as business-to-business (B2B) purchases.
- Describe how market research reduces risk and improves decision making.
- Discuss effective ways to incorporate social media into your marketing strategy.
- Thoroughly understand the advertising and media plan and how to apply it in the real world.
- Identify the role public relations takes in an organization and how it can leverage a marketing plan.
- Evaluate the role emotions play when consumers make a buying decision.
- Examine the theory of the product life cycle (PLC).
- Apply communications theories to practical marketing situations.
- Evaluate what is considered a viable marketing metric when determining ROI vs. one that isn’t.
- Assess how to prepare budgets to ensure proper planning.
- Develop a marketing plan based on the SOSTAC® methodology and the cumulative knowledge and information gained in the course.
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