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 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: http://www.csustan.edu/market/williams/index.html
Office: DBH (Professionals Schools Building) 234
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
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.
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).
Students successfully completing this course will be able to:
- To understand fundamental marketing concepts including marketing strategy, service and nonprofit marketing, marketing plan, planning process, marketing environment, industry and competitive analysis, factors that influence consumer behavior and marketing strategy, consumer and organizational buying behavior, qualitative and quantitative research, forecasting and budgeting, market segmentation, product differentiation, market growth strategies, product development, bringing a new product to market, pricing, channel and supply chain management, customer service, promotional methods and integrated communications mix, professional selling and sales management, global marketing environment and strategies, and social and ethical responsibility. [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)]
- Think critically and creatively. [C5(a), 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 expand an individual's career opportunities and enhance an individual's ability to add value to a business endeavor. [C4(a), C4(b)]
- Gather, synthesize, and use information. [C5(b), M2, M5]
- To understand marketing's impact on the buyer decision process. [M3]
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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