SAMG2245

Today strategic marketing managers must address multiple challenges as they try to deliver something of value to their customers. Students in this course will study marketing from the marketing manager's perspective. Marketing managers are involved in the design and selection of products, establishing competitive pricing, while distributing products through appropriate channels. This course provides the student practical application of marketing concepts while managing the company?s marketing resources. The objective for sales, marketing, and management professionals is to understand their businesses and the markets in which they operate. Students will create of a Marketing Plan using strategic planning methods as a capstone project of this course.Student Learning Outcomes

• Examine marketing management as it relates to the operation of an organization and the development of its marketing strategy.
• Analyze optimal, serviceable market segmentation schemes used by businesses when developing marketing plans.
• Select target markets for profitability and service by the marketer's firm.
• Communicate a position statement to several different audiences.
• Distinguish the qualities of goods and services as they relate to brands and new products.
• Illustrate how demand and elasticity enter pricing decisions made by marketers.
• Compare distribution channels of goods and services for efficiency and profitability.
• Develop marketing goals for an advertising campaign of a company's products, brands, and position in the marketplace.
• Evaluate media options for an effective integrated marketing communications strategy.
• Categorize social media variations as they relate to effective pre and post-purchase information and promotion.
• Analyze customer evaluation processes as it translates to customer relationship management (CRM) and customer lifetime value (CLV).
• Compare market research tools used to gather data used for making marketing decisions.
• Develop a marketing plan using professional standards and tools.