For Study

Chatham University

Course Syllabus

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Course Title: Marketing Management

Course Number: SUS671_90

Semester/Year: S15

Day/Time: T, 6:00-9:00pm

Classroom: F117

Instructor: Debbie DeLong

Office: F116c

Phone 412-365-1192

ddelong@chatham.edu

Office Hours: MWF 2:00-3:00pm

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Course Description

Marketing Management introduces students to the complex and constantly evolving realities of marketing theory and practice. The course emphasizes basic marketing principles to reinforce students’ grasp of core marketing management terms and concepts. The breadth of the course covers the essential components of situation analysis (internal, external, and industry contexts), marketing strategy development (SWOT, segmentation, targeting, and positioning analysis) and marketing mix decisions (product/service, pricing, distribution, and communications elements). Emphasis is placed on strategic theory, the marketing planning process, qualitative and quantitative analysis and tools to identify, analyze and resolve real world business challenges.

The course primarily utilizes two methods for integrating marketing knowledge and skills. The first method is case analysis. Every student is required to read assigned cases, complete the case questions, and discuss insights in class or online. In teams, students will lead the class discussion for one case, turning in a detailed outline of their case discussion plan in advance. The second method is a marketing plan project. In teams, students will analyze a specific challenge facing a local non-profit client. In teams, students will identify client objectives, conduct background analysis, collect primary research data as needed, and synthesize these findings into an actionable program to address the client’s needs.

Program Level Student Learning Outcomes: MBA

In master’s level programs, knowledge of the key content areas of...