The traditional role of marketing management is enlarged to include the development, implementation, and control of marketing strategies in the dynamic organization. Emphasis is on the application of the marketing process in the turbulent global business environment. Marketing decisions, analysis, and issues are integrated with the goal of achieving customer satisfaction to gain a sustainable competitive advantage within an industry.
Learning Objectives:
The course is designed to provide the student with information regarding the marketing manager's various considerations in the planning and operation of the organization.
The students are encouraged to become familiar with other sources, especially those located electronically.
Assessment:
Read 6 case study assignments covering different aspects of accounting within the business environment.
Write a twelve page Reflective Paper using the APA style (5th Edition) on a topic relevant to ethics in business. The paper will cite at least 10 references in the paper.
Academic Requirements:
All students are expected to "attend" the course by completing all course assignments in an academic manner and with complete preparation.
Grammar, punctuation, spelling and overall composition will be including in the grading of all assignments.
Students are required to complete each unit within a one-week time frame. At the students request, and successful completion of a unit in less than one week, the instructor will provide students with subsequent units of homework in advance.
Plagiarism will not be tolerated.
Method of Instruction:
BU610 – Marketing Management is a distance-learning course offered through Canyon College. Because this class is a partially self-paced program in that you may complete a specific week's work at anytime during that week timeframe, it is essential that the student review all available materials located in the text, classroom, e-mail, and syllabus. Course examinations will be administered on-line during the fourth and eighth weeks of class. Prior to the submission of the first assignment each student is required to submit via e-mail to the instructor the following information:
Name, e-mail address, course expectations, professional work experience, educational background and anything else you would like the instructor to know about you.
Course Schedule and Assignments:
Week 1
Unit 1: Read an academic article or case on the marketing of a service product.
Submit a 2-3 page analysis of the materials read.
Week 2
Unit 2: Read an academic article or case on marketing opportunity.
Submit a 2-3 page analysis of the materials read.
Week 3
Unit 3: Read an academic article or case on buyer/consumer behavior.
Submit a 2-3 page analysis of the materials read.
Week 4
Unit 4: Submit a detailed description of the Reflective/Term Paper you have chosen covering a topic in finance, including the purpose of the study and the limitations of the study. This can be done in two to three pages. Wait for the professor's comments.
Week 5
Unit 5: Read an academic article or case on market research and/or market measurements. Submit a 2-3 page analysis of the materials read.
Week 6
Unit 6: Read an article or case on market segmentation/targeting.
Submit a 2-3 page analysis of the materials read.
Week 7
Unit 7: Read an article or case on political and legal elements of the marketing environment. Submit a 2-3 page analysis of the materials read.
Week 8 - Final Exam
Unit 8: Submit your twelve-page Reflective Paper to the instructor.
Grading criteria:
Exercises:
50%
Reflective Paper:
50%
* This syllabus is subject to change at the discretion of the instructor.
