COLLEGE OF BUSINESS ADMINISTRATION
DEPARTMENT OF MANAGEMENT, OPERATIONS, & MARKETING
CALIFORNIA STATE UNIVERSITY, STANISLAUS
Our College Mission: "The CSU Stanislaus College of Business Administration is a publicly-supported regional teaching institution. Our mission is to deliver a professional business education that offers our students the knowledge and skills to succeed in their careers and in society."
MKT 4490 Strategic Marketing Management (4 credit hours)
TR 9:40-11:40 a.m. (C235)
Dr. Kaylene C. Williams
Office Phone: 667-3513/3507
Web site: http://www.csustan.edu/market/williams/index.html
Office: DBH (Professional Schools Building) 234
Wed. 2 - 6 p.m.
Thurs. 12 noon - 1 p.m.
Other times by appointment
"The best strategy in life is diligence." - Chinese proverb
Examination of the strategic and managerial role of the marketing manager in fostering a market driven orientation and in understanding the pursuit of a sustainable competitive advantage in chosen markets. Prerequisites: MKT 3410. You must have completed the prerequisite to be in the class.
Purpose of Course
Marketing is a dynamic process designed to achieve distinctive strategic competence and global advantage. This is accomplished through value-added marketing activities and operations that are designed to create and sustain long-term relationships. The purpose of this course is to create and maintain conscious, successful marketing by taking the best from traditional marketing theory and practice and combining it with contemporary, innovative approaches to meeting challenges in a fast-paced, technological, and often uncertain environment. That is, this course is intended to expand your awareness of marketing strategy in the real world and to empower you to consciously and ethically use marketing to uplift and improve your life and the lives of others.
The course objective is to familiarize the student with four major areas in strategic marketing management: (1) an introduction to strategic marketing management, (2) marketing opportunity analysis and achieving competitive advantage, (3) implementing marketing mix strategies, and (4) managing and controlling strategic marketing efforts. As such, successful strategies and tactics will be examined in the areas of segmentation, targeting, and positioning as well as in product, pricing, distribution, and communication. Students will develop marketing plans consistent with the theoretical and strategic concepts presented in the course. In addition, company examples, personal experience, class discussions and participation, individual and group presentations, class lectures, trade publications and journals, the Internet, and guest speakers will be used in the course.
"Marketing is the process of creating, distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying exchange relationships with customers in a dynamic environment."
- American Marketing Association
Students successfully completing this course will be able to:
- Understand fundamental marketing concepts with regard to strategic marketing management. [M1]
- Prepare and present a cohesive, coherent oral argument or illustration before an audience of at least five people. [C1(a), M4]
- Prepare a cohesive, coherent, and well-written document. [C1(b), M4]
- Work effectively as a member of a team to define a business-related problem, identify alternative courses of action, collect relevant information, and select and support a reasonable course of action. [C1(e), M2, M4, M5]
- Understand how local, regional, national, and/or international circumstances affect business decisions. [C3(b), M1]
- Collect and analyze information for marketing decisions. [C5(b), M2, M5]
- Prepare a presentation using an electronic medium such as PowerPoint. [C1(c), M4]
- Understand how business decisions affect society locally, regionally, nationally, and globally. [C3(c)]
- Understand how life-long learning can enhance an individual's ability to add value to a business endeavor. [C4(a)]
- Think critically and creatively. [C5(a), M5]
- To understand marketing's impact on the buying decision process. [M3]
"The difference between failure and success is doing a thing nearly right and doing it exactly right." - Edward C. Simmons
Anderson and Vincze (2004), Strategic Marketing Management, 2ed., Houghton Mifflin. (Required)
Wood (2005), The Marketing Plan Handbook, 2ed., Pearson Prentice Hall. (Required)
As a general practice, each student should read or skim current issues of business magazines and newspapers to be aware of what is happening in the business world.
"The musician, the painter, the poet, are, in a larger sense, no greater artists than the man of commerce." - W.S. Maverick
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