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Viewing: MBA 560 : Marketing Management and Strategy

Last approved: Thu, 14 Apr 2016 08:22:48 GMT

Last edit: Thu, 14 Apr 2016 08:22:48 GMT

Catalog Pages referencing this course
Change Type
MBA (Business Administration)
560
024200
Dual-Level Course
No
Cross-listed Course
No
Marketing Management and Strategy
Marketing Mgt and Strategy
Poole College of Management
Business Management (20BUS)
Term Offering
Fall, Spring and Summer
Offered Every Year
Fall 2016
Previously taught as Special Topics?
No
 
Course Delivery
Face-to-Face (On Campus)
Distance Education (DELTA)
Online (Internet)
Remote Location/Site Based
RTP Campus: 1 Park Drive, Durham NC
Grading Method
Graded/Audit
2
10
Contact Hours
(Per Week)
Component TypeContact Hours
Lecture3.0
Course Attribute(s)


If your course includes any of the following competencies, check all that apply.
University Competencies

Course Is Repeatable for Credit
No
 
 
Jon Bohlmann
Professor of Business Management
Assoc

Open when course_delivery = campus OR course_delivery = blended OR course_delivery = flip
Enrollment ComponentPer SemesterPer SectionMultiple Sections?Comments
Lecture8040YesN/A
Open when course_delivery = distance OR course_delivery = online OR course_delivery = remote
Delivery FormatPer SemesterPer SectionMultiple Sections?Comments
LEC8040YesN/A

Is the course required or an elective for a Curriculum?
Yes
SIS Program CodeProgram TitleRequired or Elective?
52.0201Master of Business AdministrationRequired
Market segmentation, targeting, and positioning. Channels of distribution, promotion strategy, product development strategy, and pricing strategy. Relationship marketing and marketing strategy. Applications in high-tech environments. Restricted to MBA students.

The change in credit hours is being done as part of a major curriculum change for the MBA program.  The change is designed to give students more flexibility in building their plan of work and take more courses that provide depth and involve student research.  Students will continue to learn the essentials of the core subjects in the two-hour version.  


No

Is this a GEP Course?
GEP Categories

Humanities Open when gep_category = HUM
Each course in the Humanities category of the General Education Program will provide instruction and guidance that help students to:
 
 

 
 

 
 

 
 

 
 

 
 

Mathematical Sciences Open when gep_category = MATH
Each course in the Mathematial Sciences category of the General Education Program will provide instruction and guidance that help students to:
 
 

 
 

 
 

 
 

Natural Sciences Open when gep_category = NATSCI
Each course in the Natural Sciences category of the General Education Program will provide instruction and guidance that help students to:
 
 

 
 

 
 

 
 

Social Sciences Open when gep_category = SOCSCI
Each course in the Social Sciences category of the General Education Program will provide instruction and guidance that help students to:
 
 

 
 

 
 

 
 

 
 

 
 

Interdisciplinary Perspectives Open when gep_category = INTERDISC
Each course in the Interdisciplinary Perspectives category of the General Education Program will provide instruction and guidance that help students to:
 
 

 
 

 
 

 
 

 
 

 
 

 
 

 
 

Visual & Performing Arts Open when gep_category = VPA
Each course in the Visual and Performing Arts category of the General Education Program will provide instruction and guidance that help students to:
 
 

 
 

 
 

 
 

 
 

 
 

Health and Exercise Studies Open when gep_category = HES
Each course in the Health and Exercise Studies category of the General Education Program will provide instruction and guidance that help students to:
 
 

 
 

 
 

 
 

 
&
 

 
 

 
 

 
 

Global Knowledge Open when gep_category = GLOBAL
Each course in the Global Knowledge category of the General Education Program will provide instruction and guidance that help students to achieve objective #1 plus at least one of objectives 2, 3, and 4:
 
 

 
 

 
Please complete at least 1 of the following student objectives.
 

 
 

 
 

 
 

 
 

 
 

US Diversity Open when gep_category = USDIV
Each course in the US Diversity category of the General Education Program will provide instruction and guidance that help students to achieve at least 2 of the following objectives:
Please complete at least 2 of the following student objectives.
 
 

 
 

 
 

 
 

 
 

 
 

 
 

 
 

Requisites and Scheduling
 
a. If seats are restricted, describe the restrictions being applied.
 

 
b. Is this restriction listed in the course catalog description for the course?
 

 
List all course pre-requisites, co-requisites, and restrictive statements (ex: Jr standing; Chemistry majors only). If none, state none.
 

 
List any discipline specific background or skills that a student is expected to have prior to taking this course. If none, state none. (ex: ability to analyze historical text; prepare a lesson plan)
 

Additional Information
Complete the following 3 questions or attach a syllabus that includes this information. If a 400-level or dual level course, a syllabus is required.
 
Title and author of any required text or publications.
 

 
Major topics to be covered and required readings including laboratory and studio topics.
 

 
List any required field trips, out of class activities, and/or guest speakers.
 

No new resources will be required. Faculty will shift from teaching fewer core hours to more advanced elective hours.

In today's business environment, both domestic and global, a key function of marketing decision makers is to identify and develop strategies that capitalize on the firm's unique capabilities and provide value to the customer. Customer value in turn, is the driver of brand and firm value. This course is designed to meet two key objectives. The first objective is to help you develop a clear understanding and appreciation of critical marketing issues confronting decision makers in organizations. The second objective is to guide you in applying a broad range of marketing principles and techniques in developing viable marketing strategies. These objectives will be achieved through the application of marketing concepts and frameworks to problem definition, environmental analysis, and strategy formulation in a wide range of contexts.


Student Learning Outcomes

  • Assess customer value for products/services, and understand customer buying behavior

  • Analyze market opportunities

  • Formulate a marketing strategy in terms of segmentation, targeting, and positioning

  • Create an effective product strategy to create customer value

  • Effectively implement marketing mix activities to deliver customer value


Evaluation MethodWeighting/Points for EachDetails
Participation15Individual
Final Exam20Individual
Project35MARKSTRAT simulation
Written Assignment30Case analysis: 20 percent weight for group assignments, 10 percent weight for individual assignments
TopicTime Devoted to Each TopicActivity
1 Understanding customer value, customer needs, and behavior1 weekSee syllabus
2 Market opportunity analysis; market segmentation and targeting1 weekSee syllabus
3 Positioning; branding; global marketing1 weekSee syllabus
4 Marketing management and strategy formulation1 weekSee syllabus
5 Marketing strategies; product portfolios; resource allocation1 weekSee syllabus
6 Product management, new product development1 weekSee syllabus
7 Distribution stategy; Marketing communications1 weekSee syllabus
8 Marketing Mix strategy implementation1 weekSee syllabus
9 Pricing strategy; customer relationship management1 weekSee syllabus
10 Marketing simulation1 weekSee syllabus
mlnosbis 3/8/2016: Course revision because of MBA curriculum revision (approved by Administrative Board 3/3/2016). No consultation required.

ghodge 3/14/2016 Ready for ABGS reviewers.

ABGS Reviewer Comments:
-No issues.
Key: 6089