Augusta State University
College of Business Administration
General Course Syllabus

COURSE NUMBER: MKTG 6700
COURSE TITLE: Marketing Management
 
CATALOG DESCRIPTION:
Prerequisite: Graduate (MBA) student status and MKTG 3700 or equivalent.  Advanced study of the rationale for the marketing functions and the application of the managerial functions to marketing problems and opportunities. 
 
LEARNING OUTCOMES:
The principal learning outcomes of this course are to have each student develop and demonstrate knowledge and basic skills related to:
  1. Effective environmental scanning approaches

    2.  
  2. Analysis of internal marketing information

    3.  
  3. Developing sustainable competitive advantages

    4.  
  4. Developing mission statements that are sensitive to the customer and are well-thought out with regard to the realities of a competitive market place

    5.  
  5. The importance of strategic market direction setting

    6.  
  6. Theoretical frameworks of market planning and strategy

    7.  
  7. Identifying and developing strategic marketing capabilities and direction

    8.  
  8. Market strategy formulation, using applied examples

    9.  
  9. Strategy implementation and control, which includes organizational structure and strategic tools

    10.  
  10. Marketing strategies that include product, pricing, distribution, promotion and global market strategies

    11.  
  11. Issues of organizational infrastructure and the impact of structure on implementing a customer sensitive philosophy

    12.  
  12. Issues of creativity and market agility

    13.  
  13. Benefits and limitations of market research
     
RELATIVE TOPIC EMPHASIS (45 hour semester)

Topics
Approximate
Class Hours
  1. Marketing philosophy
  4
  2. Global marketing
  5
  3. Cross functional team management as a means of increased
      efficiency and effectiveness
  4
  4. Ethics, environment and diversity issues
  5
  5. Strategic mission development & corresponding plans
  5
  6. Issues of marketing research
  4
  7. Building learning organizations
  4
  8. Relationship marketing
  5
  9. Marketing strategy and tactical plans
  4
10. Measurement issues of marketing managers
   5 
45
Revised:  March 26, 1997
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