FALL 2003

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 provides our students with the knowledge and skills to succeed in the business world and in society."

MKT 5410 Marketing Management (3 credit hours)
T 6:00 - 8:54 p.m. (C238)
Dr. Kaylene C. Williams
Office Phone: (209) 667-3513/3507
Web site:
Office: DBH (Professionals Schools Building) 234
Office Hours:
Tues. 9:30 a.m. - 12 noon
Thurs. 9:30 a.m. - 12 noon
Other times by appointment

"Learn to know yourself to the end that you may improve your powers, your conduct, your character. This is the true aim of education and the best of all education is self-education." - Rutherford B. Hayes

Catalog Description

Emphasis on managerial decision-making, problem solving to formulate and administer effective marketing activities. Marketing a total system designed to plan, price, distribute, and promote goods and services to users. Major emphasis on case method covering buyer behavior, products, channels of distribution, pricing, and promotion. (Formerly BUS 5410) Prerequisites: MKT 5090 and consent of instructor.  You must have completed the prerequisite to be in the class.

Course Objective

The course is designed to review the current state of the art in marketing management as well as to anticipate the future directions of marketing. From the viewpoint of the marketing manager, the course addresses marketing strategy pertinent to the marketing environment, consumer and business target markets, marketing information systems, marketing mix variables, international marketing, profit/nonprofit marketing, ethics and social responsibility, and special/controversial issues in marketing. The case method is emphasized in the course. However, class sessions also include class discussions and participation, class lectures, outside readings, the internet, the sharing of personal experience, interviews with local business, and possibly guest speaker(s).

Learning Objectives

Students successfully completing this course will be able to:




Peter & Donnelly (2004), Marketing Management, 7e, Irwin/McGraw-Hill.  (Required)
Wood (2003), The Marketing Plan - A Handbook with CD, Wiley.  (Required)
One paperback book (2001 or later) regarding marketing management for the roundtable.  (Required, see attached list)
Kotler (2003), A Framework for Marketing Management, Prentice Hall.  (Optional)

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.

"Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives."

- American Marketing Association

Click here to return to MKT 5410 Syllabi Guide

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