MKT-311 Marketing Strategy

GENERAL INFORMATION:

Course title: MKT 311 Marketing Strategy

Campus: National

Initiator: Marlene Mangonon

Date: October 1, 2021

Course description:
This course builds on the marketing concepts developed in the marketing principles course. It focuses on the procedure for planning and developing marketing strategies involving the marketing mix for both production and service businesses. The course also examines global market strategies.

COURSE HOURS/CREDITS:

   

Hours per Week

 

No. of Weeks

 

Total Hours

 

Semester Credits

Lecture

 

3

x

16

x

48

=

3

Laboratory

   

x

 

x

 

=

 

Workshop

   

x

 

x

 

=

 
       

Total Semester Credits

3

PURPOSE OF COURSE:

[ ] Degree requirement

[ ] Degree elective

[ X] Certificate

[ ] Other

PREREQUISITES:

BU270 Principles of Marketing

PSLOS OF OTHER PROGRAMS THIS COURSE MEETS:

PSLO#

Program

N/A

 

1) INSTITUTIONAL STUDENT LEARNING OUTCOMES (Check all that apply)

[X]

1. Effective oral communication: capacity to deliver prepared, purposeful presentations designed to increase knowledge, to foster understanding, or to promote change in the listeners’ attitudes, values, beliefs, or behaviors.

[X]

2. Effective written communication: development and expression of ideas in writing through work in many genres and styles, utilizing different writing technologies, and mixing texts, data, and images through iterative experiences across the curriculum.

[ ]

3. Critical thinking: a habit of mind characterized by the comprehensive exploration of issues, ideas, artifacts, and events before accepting or formulating an opinion or conclusion.

[X]

4. Problem solving: capacity to design, evaluate, and implement a strategy to answer an open-ended question or achieve a desired goal.

[X]

5. Intercultural knowledge and competence: a set of cognitive, affective, and behavioral skills and characteristics that support effective and appropriate interaction in a variety of cultural contexts.

[X]

6. Information literacy: the ability to know when there is a need for information, to be able to identify, locate, evaluate, and effectively and responsibly use and share that information for the problem at hand.

[X]

7. Foundations and skills for life-long learning : purposeful learning activity, undertaken on an ongoing basis with the aim of improving knowledge, skills, and competence.

[ ]

8. Quantitative Reasoning: ability to reason and solve quantitative problems from a wide array of authentic contexts and everyday life situations; comprehends and can create sophisticated arguments supported by quantitative evidence and can clearly communicate those arguments in a variety of formats.

2) PROGRAM STUDENT LEARNING OUTCOMES (PSLOs): The student will be able to:

  • Demonstrate an understanding of basic concepts in organizational behavior;
  • Demonstrate an understanding of the intricacies of marketing planning and overall marketing;
  • Demonstrate an understanding of the concepts underlying corporate financial decision making;
  • Demonstrate an understanding of the role of entrepreneurship and small business in the FSM economy;
  • Demonstrate basic knowledge of international business;
  • Demonstrate an understanding of economic development issues; and
  • Demonstrate an understanding of statistical methods of sampling and estimating population statistics.

3) COURSE STUDENT LEARNING OUTCOMES (CSLOs) (General): The student will be to:

  • Demonstrate skills in evaluating the concepts and components of contemporary marketing to formulate a strategic marketing planning;
  • Demonstrate skills in developing the components of an integrated marketing strategy; and
  • Demonstrate skills in preparing a marketing plan for a local small business using the developed marketing strategy.

4. COURSE STUDENT LEARNING OUTCOMES (CSLOs) (Specific): The student will be to:

CSLO (General) 1:Demonstrate skills in evaluating the concepts and components of contemporary marketing to formulate a strategic marketing planning.

Student Learning Outcome (specific)

ISLO

PSLO

Assessment Strategies

1.1 Determine challenges and opportunities in the local setting.

4, 6, 7

2

The instructor will use a report and rate with a rubric. The student will demonstrate skills in evaluating the concepts and components of contemporary marketing to formulate a strategic marketing plan by determining the challenges and opportunities in the local setting.

1.2 Determine components and processes involved in developing a marketing strategy.

4, 6, 7

2

The instructor will use a report and rate with a rubric. The student will demonstrate skills in evaluating the concepts and components of contemporary marketing to formulate a strategic marketing plan by determining components and processes involved in developing a marketing strategy.

1.3 Choose a small business that would reflect the good assessment of the local challenges and opportunities and appropriate marketing strategy.

4, 6, 7

2

The instructor will use a report and rate with a rubric. The student will demonstrate skills in evaluating the concepts and components of contemporary marketing to formulate a strategic marketing plan by choosing a small business that would reflect the good assessment of the local challenges and opportunities and appropriate marketing strategy.

CSLO (General) 2: Demonstrate skills in developing the components of an integrated marketing strategy.

Student Learning Outcomes (specific)

ISLO

PSLO

Assessment Strategies

2.1 Formulate vision, mission, goals, and objectives statements as bases of a marketing strategy.

4, 6, 7

2

The instructor will use an individual project (marketing plan) and rate with a rubric. The student will demonstrate skills in developing the components of an integrated marketing strategy by formulating vision, mission, goals, and objectives statements as bases of a marketing strategy.

2.2 Implement effective data collection and analysis to support the marketing strategy.

4, 6, 7

2

The instructor will use an individual project (marketing plan) and rate with a rubric. The student will demonstrate skills in developing the components of an integrated marketing strategy by implementing effective data collection and analysis to support the marketing strategy.

2.3 Incorporate into the marketing strategy the major elements and processes of marketing.

4, 6, 7

2

The instructor will use an individual project (marketing plan) and rate with a rubric. The student will demonstrate skills in developing the components of an integrated marketing strategy by incorporating into the marketing strategy the major elements and processes of marketing.

CSLO (General) 3: Demonstrate skills in preparing a marketing plan for a local small business using the developed marketing strategy.

Student Learning Outcomes (specific)

ISLO

PSLO

Assessment Strategies

3.1 Write the components of a marketing plan.

2*, 5, 6, 7

2

The instructor will use an individual project (marketing plan) and rate with a rubric. The student will demonstrate skills in preparing a marketing plan for a local small business using the crafted marketing strategy by writing the components of a marketing plan.

3.2 Present a marketing plan.

1, 5, 6, 7

2

The instructor will use an individual project (marketing plan) and rate with a rubric. The student will demonstrate skills in preparing a marketing plan for a local small business using the crafted marketing strategy by presenting a marketing plan.

5) COURSE CONTENT:

  • Strategic Marketing
  • Marketing Environment
  • Marketing Research
  • Segmentation and Target Markets
  • Product Strategy
  • Pricing Strategy
  • Distribution Strategy
  • Promotion Strategy
  • Product branding and positioning

6) METHOD(S) OF INSTRUCTION:

[ X ] Lecture [X ] Cooperative learning groups

[ ] Laboratory [ X ] In-class exercises

[ ] Audio visual [ X ] Demonstrations

[X ] Other-Learning Management System

7) REQUIRED TEXT(S) AND COURSE MATERIALS:

  • O. C. Ferrell; Michael Hartline; Bryan W. Hochstein. Marketing Strategy. 8th Ed. Cengage Learning, 2020 (or most recent edition)
  • Digital resources: Cengage MindTap Learning Management System(LMS)
  • Computer with internet access
  • GoVenture business simulation program

8) REFERENCE MATERIALS:

None.

9) INSTRUCTIONAL COSTS:

None.

10) EVALUATION:

Summative evaluation is accomplished by having the student complete the examinations and final project (marketing plan). The student will need at least a grade of “C” to pass the course.

11) CREDIT BY EXAMINATION:

None.

MKT 311 Endorsed by CC: 02/25/22
 

Approved by VPIA: 02/28/22

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