FALL 2005

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:
Office: DBH (Professional Schools Building) 234
Office Hours:
     Wed. 2 - 6 p.m.
     Thurs. 12 noon - 1 p.m.
     Other times by appointment


"The best strategy in life is diligence." - Chinese proverb

Catalog Description

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

Learning Objectives

Students successfully completing this course will be able to:



"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

Click here to return to MKT 4490 Syllabi Guide

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