Syllabus for MKM-7000
MARKETING MANAGEMENT
This course is an advanced review of the marketing function within businesses and organizations. Emphasis is placed on understanding how organizations communicate the value proposition of goods and services, differences between marketing environments, the role of competition, and factors associated with marketing success as part of a firm's overall strategy. Specific attention is given to issues related to the marketing process, trends changing the marketing landscape, growth of marketing information, building and managing brands, and marketing strategy and the ongoing role of ethics. Skills are developed to understand the growth of marketing analytics to inform important decisions as it relates to pricing, promotion, branding, and value creation.
Note: This is a Master of Business Administration (MBA) course.
After completing this course, students should be able to:
CO 1 Summarize the essentials of effective marketing practices within business and organizations.
CO 2 Differentiate elements of the 4 P’s (product, place, price, and promotion) framework to support organizational marketing success.
CO 3 Select appropriate strategies to achieve an organization’s marketing objectives using consumer segmentation, targeting, and positioning.
CO 4 Analyze strategies for developing and introducing value to the market.
CO 5 Integrate key methods to effectively communicate and deliver value within current and potential customer markets.
CO 6 Assess the important considerations to ensure socially responsible growth in competitive marketplaces.
You will need the following materials to complete your coursework. Some course materials may be free, open source, or available from other providers. You can access free or open-source materials by clicking the links provided below or in the module details documents. To purchase the textbook, please visit the University's textbook supplier. To purchase the required academic articles, please follow the links below.
ISBN: 978-0135887158
Marketing Management is a three-credit online course consisting of four modules. Modules include an overview, topics, learning objectives, study materials, and activities. Module titles are listed below.
For your formal work in the course, you are required to participate in online discussion forums, complete written assignments, complete quizzes, participate in two synchronous events, and complete a midterm case analysis paper and a final case analysis paper. See below for details.
Consult the Course Calendar for due dates.
One or more of your course activities may utilize a tool designed to promote original work and evaluate your submissions for plagiarism. More information about this tool is available in this document.
You are required to complete four discussion forums. There is also one ungraded but required Introductions Forum in Module 1. The discussion forums are on a variety of topics associated with the course modules and use a single-thread approach in which you will respond to an established comment thread. That is, you will simply join the conversation that has been started instead of creating your own response to the question anew.
The first respondent will need to start the thread. Procedurally, this means you will need to do the following:
Be sure to consult the discussion forum assignments in the individual modules for additional details. Consult the Course Calendar for due dates.
You are required to complete two written assignments (challenge questions). The written assignments are designed to create an opportunity for multilevel development; you will learn topic-specific information and advanced skills such as critical thinking, in-depth analysis, and knowledge application by addressing questions that apply learning materials to situations.
For full details and requirements, refer to Modules 1 and 3. Consult the Course Calendar for due dates.
You are required to take four formative quizzes. The unproctored quizzes are open-book and will help you review basic terminology and concepts. All quiz questions are multiple choice. There is no time limit for taking each quiz. You will see some different questions each time, so you are encouraged to take the quizzes multiple times for additional practice. The gradebook will record your highest score.
Consult the Course Calendar for due dates.
You are required to participate in two synchronous events. One event is related to the Midterm Case Analysis Paper in Module 2 and the other event is related to the Final Case Analysis Paper in Module 4. Be prepared to actively participate in these sessions. To attend an event, click on the Synchronous Event link in the Edison Live! section of the Moodle course space. Use this Edison Live! link for technical assistance.
For additional details, refer to Modules 2 and 4. Consult the Course Calendar for due dates.
You are required to complete one midterm case analysis paper. The midterm case analysis paper uses a case study method; this method provides a simulated environment where you can apply what you learned to develop decision-making skills as you sift through large volumes of information to identify problems, determine goals, define relevant alternatives, and develop plans to implement decisions.
For full details and requirements, refer to Module 2. Consult the Course Calendar for due dates.
You are required to complete one final case analysis paper. The final case analysis paper uses a case study method; this method provides a simulated environment where you can apply what you learned to develop decision-making skills as you sift through large volumes of information to identify problems, determine goals, define relevant alternatives, and develop plans to implement decisions.
For full details and requirements, refer to Module 4. Consult the Course Calendar for due dates.
Your grade in the course will be determined as follows:
All activities will receive a numerical grade of 0–100. You will receive a score of 0 for any work not submitted. Your final grade in the course will be a letter grade. Letter grade equivalents for numerical grades are as follows:
A | = | 93–100 | B | = | 83–87 | |
A– | = | 90–92 | C | = | 73–82 | |
B+ | = | 88–89 | F | = | Below 73 |
To receive credit for the course, you must earn a letter grade of C or higher on the weighted average of all assigned course work (e.g., assignments, discussion postings, projects). Graduate students must maintain a B average overall to remain in good academic standing.
To succeed in this course, take the following first steps:
Consider the following study tips for success:
TESU's Academic Code of Conduct permits student AI use in support of their writing and research process--not as a replacement for original writing. Document AI use with an acknowledgment statement at the end of each assignment, noting the tools and prompts used. Cite any AI-generated content on the References page. Please review Using AI Ethically: A Guide for TESU Students for more detailed information.
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