MKTG 2300 - Marketing Strategies

Credit Hours: 3.00

Prerequisites: MKTG 1010 and MKTG 2060

This course will utilize market data and information to make business decisions. Students will integrate concepts from all areas of marketing to make business decisions and use information to develop and analyze marketing plans. Students utilize a computer-simulated case study to practice using information to make strategic marketing decisions and analyze results.

Billable Contact Hours: 3

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Transfer Possibilities
Michigan Transfer Network (MiTransfer) - Utilize this website to easily search how your credits transfer to colleges and universities.

OUTCOMES AND OBJECTIVES
Outcome 1: Upon completion of this course, students will be able to compare and contrast different types of marketing research measurements and reports used in making marketing decisions.

Objectives:

Identity measurements and data used in developing a marketing strategy.
Identify measurements and data used in evaluating marketing strategy performance.
Compute marketing key performance indicator measurements.

Outcome 2: Upon completion of this course, students will be able to model a functioning strategic marketing team.

Objectives:

Identify traits of effective teams.
Perform a given role in a team.
Participate in team decision making.
Execute team meetings specific to marketing tasks.
Evaluate each team member’s performance.

Outcome 3: Upon completion of this course, students will execute a marketing plan using a real-world scenario.

Objectives:

Create a marketing plan which includes target market, product/branding, pricing, placement and promotion strategies using simulated marketing data.
Analyze the results of strategic marketing decisions.
Modify the marketing plan based on key performance indicators.
Present the marketing plan and its modifications.
Assess strategic marketing decisions after completing a marketing plan.

COMMON DEGREE OUTCOMES (CDO)

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.

CDO marked YES apply to this course:
Communication: YES
Critical Thinking: YES
Global Literacy: YES
Information Literacy: YES
Quantitative Reasoning: YES
COURSE CONTENT OUTLINE

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
Marketing Team Formation
1. Team structure and rules
2. Roles of marketing executives
3. Executive meetings
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

Primary Faculty
Rice, Joe
Secondary Faculty
Beauchamp-Doll, Monique
Associate Dean
Johnson, Elise
Dean
Balsamo, Michael

Primary Syllabus - Macomb Community College, 14500 E 12 Mile Road, Warren, MI 48088