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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.
A. PROGRAM LEARNING OUTCOMES (PLOs)
The student will be able to:
B. STUDENT LEARNING OUTCOMES (SLOs) - GENERAL:
The student will be able to:
SLO |
PLO 1 |
PLO 2 |
PLO 3 |
PLO 4 |
PLO 5 |
PLO 6 |
PLO 7 |
1 |
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D |
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2 |
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D |
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3 |
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D |
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I = Introduced
D = Demonstrated
M = Mastered
C. STUDENT LEARNING OUTCOMES (SLOs) – SPECIFIC:
The student will be able to:
General SLO 1. Develop a full understanding of the intricacies of marketing planning and overall marketing strategy.
Student Learning Outcomes |
Assessment Strategies |
1.1. Explain the concepts of planning, strategy, strategic planning and strategic planning and strategic marketing. |
assignments, case analysis, quizzes, research project |
1.2. Describe the process of strategic marketing including its implementation. |
assignments, case analysis, quizzes, research project |
1.3. Explain the dimensions of the product, pricing, distribution and promotional strategies (4Ps). |
assignments, case analysis, quizzes, research project |
1.4. Describe various market strategies: market-scope strategy; market-geography strategy; market-entry strategy; market-commitment strategy; market-dilution strategy. |
assignments, case analysis, quizzes, research project |
1.5. Discuss the criteria used in SBU strategy evaluation. |
assignments, case analysis, quizzes, research project |
General SLO 2. Demonstrate an understanding of the sequential nature of marketing and the importance of monitoring mechanisms.
Student Learning Outcomes |
Assessment Strategies |
2.1. State the importance of environmental scanning in marketing strategy and demonstrate the whole process. |
assignments, case analysis, quizzes, research project |
2.2. Define competitive intelligence and explain the various types and sources. |
assignments, case analysis, quizzes, research project |
2.3. Identify the different types of environment and explain how they affect the organization. |
assignments, case analysis, quizzes, research project |
General SLO 3. Demonstrate an understanding of the scope of comprehensive marketing in light of current technological developments.
Student Learning Outcomes |
Assessment Strategies |
3.1. Outline the elements of the global market environment |
Assignments, case analysis |
3.2. Explain the formulation of strategy for global marketing programs |
Assignments, case analysis |
D. COURSE CONTENT
Part 1: Setting the Stage for Marketing Strategy
Part 2: Discovering Market Opportunities
Part 3: Developing Marketing Strategy
Part 4: Putting Strategy into Action
E. METHODS OF INSTRUCTION
Lectures, guest speakers, research project, business plan, case analysis, homework, classroom exercises, and various individual and group assignments. Power-point, LCD projections and videos will be used as instructional aid and other teaching materials depending on availability.
F. REQURIED TEXT(S) AND COURSE MATERIALS
Ferrel, O. C, & Hartline, M. D. (2010) Marketing Strategy. (5th Ed) USA: South-Western Cengage Learning. (or most recent edition)
G REFERENCE MATERIALS
None
H. INSTRUCTIONAL COSTS
None
I. EVALUATION
None
J. CREDIT BY EXAMINATION
None
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