Department of Management, Marketing, and International Business

MKT 457 - STRATEGIC MARKETING

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: - Strategy, concepts and techniques in the total business organization with emphasis on marketing planning and decision-making.

Prerequisites: MKT 351, MKT 355, and MKT 452.

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

• identify the marketing terms and concepts that can be expected to be significant in the process of marketing management, as indicated by performance on tests.
• give the reasoning that underlie these concepts, as indicated by performance on tests.
• organize these concepts in relation to each other, as indicated by performance on tests.
• for selected marketing situations, identify the aspects that might be fruitfully addressed by marketing concepts and marketing management processes, as indicated by performance on case analyses.
• ascertain which of these concepts apply to selected marketing situations, as indicated by performance on case analyses.
• explain the significance of these concepts for selected marketing situations, as indicated by performance on case analyses.
• relate these concepts in terms of marketing management processes to selected marketing situations, as indicated by performance on case analyses.
• determine and justify which marketing strategies would be more appropriate than other approaches for dealing with selected marketing situations, as indicated by performance on case analyses.
• appreciate the value of an ethical approach to marketing activities, as indicated by ethical formulations in case analyses and communications in class.
• demonstrate preparation for effectively engaging in marketing management processes, as indicated by overall performance in the course's requirements.

Current Textbook: Peterson & Donnelly. Marketing Management: Knowledge and Skills. Current Edition. McGraw Hill/Irwin Publishing.

Evaluation: Students will be evaluated individually by tests. Analyses from group work on cases will also be evaluated. Other types of evaluation may be employed at the discretion of the teacher.

Course Coordinator:  Dr. Dillard B. Tinsley

Course Content:

Required Topics

• Major Concepts of Marketing
• Marketing Ethics and Social Responsibility
• Relationship of Marketing Strategy to Strategic Planning
• Marketing Planning in a Multicultural World
• Marketing Strategies
• Marketing Cases To Be Analyzed

Optional Topic

• Quantitative Marketing Analysis and Decision Making

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