Guide: Marketing and Kellstadt Graduate School Essay

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De Paul University Kellstadt Graduate School of Management Syllabus MKT. 555 Decisions in Marketing Management
Robert Galka Phone: 312.362.7229 Loop Office – De Paul Center Suite 7500 D/MKT (Email is preferred for all communication. Phone messages are not checked as frequent as emails. Place MKT555-240 as the first characters in the subject line of all emails to ensure I find your email in case it is caught by spam control) Course Objectives: 1. Develop an understanding of the fundamental concepts in Marketing. 2. Develop a functional understanding of both macro-marketing and micro-marketing environments. 3. Gain an understanding of products and services from a marketer’s and a consumer’s or other business perspective. 4. Learn basic marketing strategies including SWOT analysis and various marketing model constructs. 5. Gain an understanding of segmentation, targeting and position mapping concepts, marketing strategies and competitor analysis, pricing scenarios and services marketing considerations. 6. Become familiar with how marketing research and technology enable the marketing effort. 6. Develop basic skills in basic marketing measurement methods from a quantitative perspective including a variety of marketing metrics and respective integration to financial statements. 7. Gain general knowledge of Value Chains and the affect they have on marketing strategy. 8. Gain insight into how Internet dynamics provides opportunities as well as threats to an organization’s marketing efforts. 9. Explore evolving marketing dynamics with social media and the respective impact on marketing efforts. 10. Apply course concepts via case analysis and a marketing audit 11. Be introduced to the mechanics of a marketing plan 12. Receive exposure to current and pending privacy and ethical forces and respective impact on the marketing effort. General Learning Objectives: As measured by examinations, video exercises, discussions, case analysis and team participation in performing a Marketing Audit. 1. Recognize basic marketing terminology and the operational (measurement based) definitions of relevant terms. 2. Demonstrate familiarity with the basic elements of marketing strategy and the relationship between and among these elements. 3. Demonstrate an understanding of the controllable and uncontrollable variables relevant to the success or failure of marketing programs, tactics and strategies. 4. Demonstrate an understanding of competitive advantage in a firm’s marketing programs and strategies. 5. Demonstrate the ability to bridge between concepts discussed in the text and these same concepts appearing in articles within academic and practitioner’s publications and the popular business periodicals. 6. Enhance business measurement skills by practicing marketing metric calculations tied to financial reporting via exams and exercise assignments. 7. Demonstrate improvement in written communication and virtual interaction. 8. Achieve a firm understanding of marketing variable interaction and inter-dependencies via exercises, case analysis and marketing audit creation effort.

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De Paul University Kellstadt Graduate School of Management Syllabus MKT. 555 Decisions in Marketing Management Course Description
The course will provide the student with insight into the marketing decision process and a dynamic environment in which marketing concepts and ideas can be tested. Effective marketing decision methodologies will be utilized via case analysis, segmentation & positioning analysis, video exercises, discussion and performing a Marketing Audit on a selected organization. A non-inclusive list of topics covered as part of the marketing decision process are: product planning, price strategy, marketing environment analysis, consumer versus business-to-marketing, “the market offer”, demand and supply, consumer behavior, distribution, privatization, product liability, international and national synergy, core competency, market