May 08, 2024  
2023-2024 Online College Catalog 
    
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2023-2024 Online College Catalog
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MK 500 - Strategic Marketing

This course will require students to integrate strategy with marketing and apply a systems-thinking approach to the development of a brand that aligns with organizational strategy and core ideology.  Significant focus will be placed on sustainability and innovation, as well as the impact of dynamic environments and hypercompetitive markets.

Prerequisites & Notes
Undergraduate students who choose to take this course as a business elective (fast track) should be prepared for graduate level work.

Assignment Overview
  • Assignments: Varied throughout the term
  • Final Assessment: Final Project


Course Learning Objectives
Upon completion of this course, you should be able to do the following: 

  • Assess the risk involved in creating a brand image and the consequences of gaps between ideals and reality.
  • Consider the consequences and side-effects of strategic choices.
  • Evaluate marketing plans through multiple lenses, including a variety of stakeholders, including customers, complementors, employees, and government.
  • Apply a case study methodology to solving business problems through written submissions and in-class or online dialogue.
  • Engage in civil discourse through challenge, defense, and respectful disagreement.
  • Apply marketing concepts and theories to practice through thought papers and face-to-face or online dialogue.
  • Develop marketing plans consistent with sustainability and informed by conscious capitalism with its ethos of balancing the interests of people, profit, and planet.
  • Create a marketing or branding campaign based on the synthesis of strategic direction and organizational.
  • Ideology with strategic marketing techniques and approaches in a dynamic business environment.


Credits: 3


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