MKTG 2300 - Marketing Strategies

Credit Hours: 3.00

Objectives:

1. Identity measurements and data used in target market selection.
2. Identify measurements and data used in developing and implementing product and brand strategy.
3. Identify measurements and data used in determining pricing strategy.
4. Identify measurements and data used in planning an effective and efficient supply chain and placement strategy.
5. Identify measurements and data used in creating a promotional strategy.
6. Identify measurements and data used in evaluating marketing plan performance.

Outcome 2: Model a functioning strategic marketing team

Objectives:

1. Build a team of students.
2. Organize and execute team meetings specific to marketing tasks.
3. Evaluate each team member’s performance.

Outcome 3: Develop and adapt a simulated marketing plan

Objectives:

1. Propose a target market, product/branding strategy, pricing strategy, placement strategy and promotion strategy given simulated marketing data.
2. Analyze the results of strategic marketing decisions.
3. Modify the marketing plan based on the analysis of results of decisions made in a marketing simulation.
4. Present and defend the marketing plan and its modifications.
5. Assess the decisions made in the development and modification of the marketing plan.

• Communication: The graduate can communicate effectively for the intended purpose and audience.
• Critical Thinking: The graduate can make informed decisions after analyzing information or evidence related to the issue.
• Global Literacy: The graduate can analyze human behavior or experiences through cultural, social, political, or economic perspectives.
• Information Literacy: The graduate can responsibly use information gathered from a variety of formats in order to complete a task.
• Quantitative Reasoning: The graduate can apply quantitative methods or evidence to solve problems or make judgments.
• Scientific Literacy: The graduate can produce or interpret scientific information presented in a variety of formats.

1. Marketing Analytics
   1. Target market measures including customer profitability
   2. Marketing plan performance measures
   3. Product and portfolio management measures
   4. Pricing strategy measures
   5. Promotion strategy measures
2. Marketing Team Formation
   1. Team structure and rules
   2. Roles of marketing executives
   3. Executive meetings
3. Marketing Plan Development
   1. Evaluate market opportunities using marketing research data
   2. Create a brand
   3. Develop an advertising campaign
   4. Complete sales office decisions
   5. Run a simulated marketing department