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MKT-311 Marketing Strategy

GENERAL INFORMATION:

Course title: MKT311 Marketing Strategy

Campus: National

Initiator: George Mangonon

Date: November 30, 2020

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

 

=

 

Lecture/Lab

 

 

x

 

x

 

=

 

Workshop

 

 

x

 

x

 

=

 

 

  

 

 

Total Semester

 

Credits

=

3

PURPOSE OF COURSE:

[X] Degree requirement

[ ] Degree elective

[ ] Certificate

[ ] Other

PREREQUISITES:

Principles of Marketing (BU270)

PSLOS OF OTHER PROGRAMS THIS COURSE MEETS:

PSLO#

Program

N/A

 

CAC Chair signatures:______ Date recommended:______

VPIA signature:_______ Date approved:_______

1) INSTITUTIONAL STUDENT LEARNING OUTCOMES

[ ]

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.

[ ]

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.

[ ]

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

[ ]

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:

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

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

  1. Develop a full understanding of the intricacies of marketing planning and overall marketing strategy.
  2. Demonstrate an understanding of the sequential nature of marketing and the importance of monitoring mechanisms.
  3. Demonstrate an understanding of the scope of comprehensive marketing in light of current technological developments.

4) COURSE STUDENT LEARNING OUTCOMES (CSLOs)(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 Outcome (specific)

ISLO

PSLO

Assessment Strategies

1.1 Explain the concepts of planning, strategy, strategic planning and strategic planning and strategic marketing.

6, 7

2

assignments, case analysis, quizzes, research project

1.2 Describe the process of strategic marketing including its implementation.

6, 7

2

assignments, case analysis, quizzes, research project

1.3 Explain the dimensions of the product, pricing, distribution and promotional strategies (4Ps).

6, 7

2

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.

6, 7

2

assignments, case analysis, quizzes, research project

1.5 Discuss the criteria used in SBU strategy evaluation.

6, 7

2

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 (specific)

ISLO

PSLO

Assessment Strategies

2.1 State the importance of environmental scanning in marketing strategy and demonstrate the whole process.

6, 7

2

assignments, case analysis, quizzes, research project

2.2 Define competitive intelligence and explain the various types and sources.

6, 7

2

assignments, case analysis, quizzes, research project

2.3 Identify the different types of environment and explain how they affect the organization.

6, 7

2

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 (specific)

ISLO

PSLO

Assessment Strategies

3.1 Outline the elements of the global market environment

6, 7

2

Assignments, case analysis

3.2 Explain the formulation of strategy for global marketing programs

6, 7

2

Assignments, case analysis

5) COURSE CONTENT:

Part 1: Setting the Stage for Marketing Strategy
       1. Marketing in Today’s Economy
       2. Strategic Marketing Planning
       3. Marketing Ethics and Social Responsibilities in Strategic Planning

Part 2: Discovering Market Opportunities
       1. Collecting and Analyzing Market Information
       2. Developing Competitive Advantage and Strategic Focus
      

Part 3: Developing Marketing Strategy
       1. Customers, Segmentation and Target Marketing
       2. Product Strategy
       3. Pricing Strategy
       4. Distribution and Supply Chain Management
       5. Integrated Marketing Communications

Part 4: Putting Strategy into Action
       1. Marketing Implementation and Control
       2. Developing and Maintaining Long-term Customer Relationship
      

6) METHOD(S) OF INSTRUCTION:

[X ] Lecture [X ] Cooperative learning groups

[ ] Laboratory [ X ] In-class exercises

[X ] Audio visual [ ] Demonstrations

[ ] Other

7) REQUIRED TEXT(S) AND COURSE MATERIALS:

Ferrel, O.C., Speh, T.W.: Marketing Strategy 7th Edition (or most recent, with digital version and MindTap resources), Cengage Learning, 2017.

GoVenture Entrepreneur experiential learning tool

8) REFERENCE MATERIALS:

None

11) INSTRUCTIONAL COSTS: None

None

10) EVALUATION:

None

11) CREDIT BY EXAMINATION:

None

MKT311 Marketing Strategy

 Endorsed by CC:
  Approved by VPIA:

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