BU 317 Strategic Marketing

Instructor:  Richard Hemmann

Hours: 72

Meeting times: TBA

Credit hours: 6

Course description:

Methodology:

A comprehensive course on the practices and procedures of marketing.

The course deals with the ability to identify possible markets form the standpoint of an employee or entrepreneur. The course looks at all fundamental requirements for a successful marketing campaign.

The student will work in a business setting, within a group environment and be required to prepare a comprehensive marketing plan.

The course is delivered in a structured classroom setting consisting primarily of lectures and in-class activities.

The activities include group discussion and assigned presentations.

There is a high level expectation of additional homework for preparation and assignment completion.

Course outcomes:

• How external, largely uncontrollable environment forces influence the management of a marketing plan.
• The relationship between marketing and the other major business functions.
• Segment a market for a product and its research.
• How products are planned, priced, promoted and distributed.
• Describe the life cycle of a product and how consumers buy.
• How marketing of services differs from products.
• Proposals for increasing the efficiency of the marketing system and its benefits.
• The steps involved in creating a strategic marketing plan.

Revised: 

August 2004

Units:

Chapters 9, 11, 12, 13, 15, 17

Evaluation:

Assignments/Quizzes 10%, Modrobes 15%, Midterm 25%, Course Project 25%, Final Exam 40%

A requirement of 60% is to be achieved in all areas for Certificate/Diplomaa

Prerequisite courses or equivalent knowledge:

Successful completion of BU 222 or permission from instructor.

Resources used:

Fundamentals of Marketing, Sommers & Barnes, 9^th Edition