MKTG 440 - Strategic Marketing

3 Credits
This marketing capstone course focuses on decision-making. Students will integrate material learned in their marketing courses and apply the definitions, concepts, and marketing logic in the analysis of marketing problems. A variety of techniques including situation analysis, SWOT analysis, secondary research and appropriate financial analysis will be used within the case analysis format to develop marketing objectives, strategies, and programs. The course will include the use of simulations and the development of a formal marketing plan.

Fees: Additional course fees apply.
Prerequisite(s): FINC 211, MKTG 310, MKTG 412, and achieved senior status.
Course Learning Outcomes:
1. Create a comprehensive annual marketing plan.
2. Assess an organization’s strengths, weaknesses, opportunities, and threats by utilizing appropriate research and analysis including a SWOT analysis.
3. Design marketing programs to accomplish specific marketing strategies.
4. Assess alternative courses of action for addressing marketing problems and opportunities. Include the selection and evaluation of alternative segmentation, product, price, distribution, and marketing communication objectives, strategies, and tactics.
5. Construct marketing objectives and strategies including a sales forecast.
6. Assess the identified target markets including defining characteristics and unique, relevant needs.
7. Select appropriate measures to analyze the results of the plan.
8. Prepare a realistic budget and calendar to support and implement the plan.
9. Apply the case method of problem solving.