Jun 01, 2023  
2023-2024 Graduate Academic Catalog 
2023-2024 Graduate Academic Catalog [ARCHIVED CATALOG]

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BUS 5700 - Marketing

3 lecture hours 0 lab hours 3 credits
Course Description
This course introduces you to the major elements of marketing and the marketing planning process. Throughout the term we will concentrate on understanding and addressing stakeholder (customer) needs, implementing voice of customer plans and developing marketing branding and communications strategies and tactics to help you achieve your specific goals. Students learn the major elements of marketing and the marketing planning process, with a focus on identifying and addressing customer and stakeholder needs.  Students design a marketing plan that includes market segmentation, target markets, and marketing mix. (prereq: admission to a graduate program)
Course Learning Outcomes
Upon successful completion of this course, the student will be able to:
  • Describe the major components of the marketing planning process  
  • Analyze status and concerns of stakeholders  
  • Design a marketing plan that includes market segmentation, target markets and marketing mix 
  • Use critical components involved in connecting with the customer to construct a customer relationship management plan  
  • Select the best communication strategy based on the desired message and with awareness of diverse needs of stakeholders    
  • Select an appropriate communication channel, tool or technology for a given message  
  • Evaluate the marketing plans of different organizations

Prerequisites by Topic
  • None

Course Topics
  • What is marketing and how has it evolved?
  • Identifying your stakeholder customers and understanding their voice
    • Stakeholder interviewing (how to uncover customer insights?)
    • Developing relationship management plans to gain additional understanding
  • Importance of analysis in developing marketing strategy
    • (Situational analyses PESTEL, SWOT)
    • Synthesizing your analysis to key marketing implications
  • Target and target segmentation
  • Positioning
  • Branding/brand equity
  • Developing marketing objectives and strategies
    • What’s the difference between objective, strategies, and tactics
    •  Identifying what you want your customers to KNOW, THINK, FEEL, DO
  • Developing marketing strategies
    • Product
    • Communication
    • Partnership
  • Developing tactics for your defined strategies
    • Digital and social marketing trends
    • Developing a social media and content strategy
  • Evaluating marketing plans
  • Measuring for effectiveness

Patty Kramer

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