Standard Syllabus for MKT 513

Department of Management, Marketing, and International Business

MKT 513 - MARKETING MANAGEMENT

College of Business, Stephen F. Austin State University

Note: This "standard" course syllabus is only a guide. Actual requirements for a particular course and section of this course are described in the course section syllabus, which should be obtained from the course instructor at the beginning of the respective semester. Requirements listed herein are subject to change without notice.

Catalog Description:  Examination of the functions of marketing executives.  Emphasis on the formulation and implementation of marketing programs and strategies, covering areas such as products, pricing, channels of distribution, and promotion.

Prerequisites: MKT 508; MGT 512; ACC 501 (or equivalent courses)

Course Objective: Upon completion, the student should be able to:

  • integrate basic concepts and theories in marketing for use in decision making;
  • demonstrate creativity, innovation, critical thinking, teamwork skills, and logic in solving marketing problems; and
  • gather and analyze information to be used in developing marketing strategies and plans.

Current Textbook: Kotler & Keller. Marketing Management. Current edition. Prentice Hall Publishing. Plus assigned readings, cases and podcasts.

Evaluation: Students will be given at least one exam comprised of essay questions.  In addition, case analysis will be used to develop decision making and strategic planning skills.  A project related to strategic marketing planning or decision making and additional class readings about current marketing issues are strongly recommended.

Course Coordinator:  Dr. Charlotte A. Allen

Course Content:

Required Topics

  • Role of Marketing in Organizations
  • Social Responsibility and Ethics
  • Marketing Strategy
  • Consumer and Organizational Decision Making
  • Components of a Marketing Plan
  • Marketing Segmentation, Targeting and Positioning
  • Influence of Political, Social, Legal/Regulatory and Environment Issues
  • Impact of Technology on Business Sectors and Individual Companies
  • Forecasting, Environmental Scanning, and Marketing Research
  • New Product Development and Testing
  • Product and Brand Management
  • Services Marketing
  • Financial Analysis of Marketing Strategies and Tactics, including Pricing and Channel Decisions
  • Marketing Mix Strategies and Tactics
  • Integrated Marketing Communications
  • Global Marketing
  • Marketing Planning, Implementation and Control

Optional Topics

  • Direct Marketing
  • Entrepreneurship
  • Sports Marketing

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Last updated: 05/27/08