Marketing Strategy

Curriculum Guideline

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Course
MARK 4440
Discontinued
No
Course Code
MARK 4440
Descriptive
Marketing Strategy
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start Date
End Term
Not Specified
PLAR
No
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
35
Course Designation
None
Industry Designation
None
Contact Hours

Lecture: 2 Hours/Week

and

Seminar: 2 Hours/Week

 

Method(s) Of Instruction
Lecture
Seminar
Learning Activities

Lectures will be used to introduce specific areas of study and to provide background information. Case studies will constitute the framework and focus of much of the course. Guest lecturers will complement the class sessions where possible.

Course Description
This course is an advanced study of the marketing function. Using analytical techniques, emphasis is placed on analysis and solution of business problems. Special attention is given to planning and positioning strategies.
Course Content
  1. Gathering market intelligence
  2. Explaining the theory and practise of marketing strategy
  3. Analyzing customers, competition, and channels
  4. Developing positioning strategies
  5. Planning the marketing program
  6. Managing the marketing mix
Learning Outcomes

At the end of the course, the successful student should be able to:

  1. integrate all phases of marketing into a strategic planning focus
  2. demonstrate a problem-solving approach to marketing problems
  3. apply oral and written skills in project presentations
Means of Assessment
Assessment will be based on course objectives and will be carried out in accordance with the ÁñÁ«ÊÓƵ Evaluation Policy. Instructors may use a student’s record of attendance and/or level of active participation in the course as part of the student’s graded work.
 
Term tests  10% - 20%
Midterm examination           20% - 30%
Cases, projects  30% - 50%
Participation   5% - 10%
Total 100%

STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.

Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the ÁñÁ«ÊÓƵ Research Ethics Board prior to conducting the research.

Textbook Materials

Textbooks and Materials to be Purchased by Students

 

Kotler, Philip, & Kevin Lane Keller. A Framework for Marketing Management. (Latest Edition). Pearson Education Inc.

and/or another textbook(s) and/or material(s) approved by the department

Prerequisites

MARK 1120

and

FINC 1231 or any UT Math or any UT Lab Science

and

CMNS 1115 or any UT English

 

OR MARK 1120 AND currently active in one of the following:

PBD Digital Marketing
PBD International Supply Chain Management

PBD Project Management
PDD Hospitality Marketing
PDD Marketing
PDD Sales

Which Prerequisite

MARK 4483