Overview
Marketing management presents the fundamentals of contemporary marketing and elaborates on the role marketing plays in various organizational settings. Through readings, cases, discussions, and assignments, you will examine the components of a marketing strategy and understand how that strategy links to the rest of the organization’s business strategy.
Specifically, you will learn how to apply marketing concepts and theory to real marketing problems. Throughout the course, alternative, perhaps even contradictory, views may be presented for you to consider. While the general principles of marketing are well established, there are differences in the nuances and interpretation of the observed data. You will be challenged to consider all views and decide which are most applicable to a situation.
When you finish this course, you will be able to relate modern marketing concepts, theory, and strategies to a business situation. Each lesson will cover particular areas of marketing theory and, through the course assignments, you will apply these areas to your own work environment.
Outline
The course is divided into eight lessons.
- Lesson 1 – Understanding Marketing Management
- Lesson 2 – The External Environment
- Lesson 3 – Segmentation, Targeting, and Differentiation
- Lesson 4 – Positioning and Branding
- Lesson 5 – Product and Service
- Lesson 6 – Channels of Distribution
- Lesson 7 – Pricing, Communications, and Advertising
- Lesson 8 – Ethics and Global Marketing
Objectives
The learning objectives for this course are to
- learn important definitions and concepts used in the marketing planning process
- evaluate the macro environment and buyer behaviour
- understand market segmentation, targeting, and positioning strategies
- learn the four “Ps”of marketing: product, pricing, promotion, and place (distribution)
- write a coherent marketing plan
Evaluation
Your grades will be based on two assignments, weekly postings and your participation in discussions.
| Activity | Weight |
| Participation in Discussions (Initial posts—10%; Discussion posts—15%; Weekly Learning posts—5%) | 30% |
| Site Selection (by email, required prior to starting Assignment 1) | 0% |
| Assignment 1—Interim Report | 30% |
| Assignment 2—Marketing Plan | 40% |
| Total | 100% |
Component marks for this course are translated into letter grades as per the Graduate Grading Policy .
Materials
Digital course materials
Links to the following course materials will be made available in the course:
Kotler, P., & Keller, K. L. (2016). A framework for marketing management (6th ed.). Pearson Education, Inc.
Wood, M. (2014). The marketing plan handbook (5th ed.). Prentice Hall.
Other Materials
All other course materials will be accessed online.