Apr 20, 2024  
2014-2015 Saint Joseph’s College Online 
2014-2015 Saint Joseph’s College Online [Archived Catalog]

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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
MK 201

Assignment Overview
  • 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. 

Credits: 3

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