Mba 565 Syllabus

Saint Leo University Graduate Business Studies MBA 565 Marketing

Course Description: This course considers the operational and strategic planning issues confronting managers in marketing. Topics include buyer behavior, market segmentation, product selection and development, pricing, distribution, promotion, market research, international and multicultural marketing. Prerequisites: MBA 525 Textbook: Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. eBook with print upgrade option and Interpretive PharmaSim Simulation access – ISBN: 978-1-26975837-6 You will access the eBook via a link in the Course Home menu, where you can purchase the print upgrade option. Follow the instructions on your PharmaSim access card to register and access the simulation. Course Objectives: The student, upon fulfillment of the requirements of the course, will be able to:  Determine what marketing strategy can realistically be accomplished for an organization, whether commercial, governmental, or non-profit.  Determine when an organization needs to reformulate its marketing strategy.  Identify and explain the highly complex interrelationships between the marketing variables that must be considered in developing marketing strategy.  Discriminate between the controllable and uncontrollable marketing variables.  Examine basic changes in the external marketing environment that will lead to a change in marketing strategy.  Develop a mission statement that advances marketing efforts.  Organize for successful implementation of marketing strategies.  Evaluate the most effective techniques for gathering information, undertaking strategic analysis, and formulating strategies.  Demonstrate the core value of community through team participation and collaboration. Special note: successful marketing managers often possess: (a) Knowledge of and facility in the application of marketing concepts. (b) Knowledge of and facility...