EBK.408

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EBK.408

  1. 1. Touro College Course Syllabus Department: Business Course Title: Strategic Marketing Management Course Number: EBK 408 Prerequisites: EBK 202. Required for Management/Marketing Majors Credit Hours: 3 Developer: Ira Teich, Ph.D Last Update: 12/1/03 Course Description: An in-depth exploration of strategic marketing such as target marketing, product development, pricing and competitive activity, developed and implemented in a realistic computer-based simulation, within the broader framework of business strategy. Department Objectives: 1. Understanding of the respective discipline from a theoretical basis. 2. Understanding of the respective discipline from a practitioner basis. 3. To familiarize the students with the appropriate level of the core concepts of the specific subject area. 4. To show the students how the specific subject benefits an organization, its targeted audience, its stakeholders, and home and host markets. 5. To delineate, analyze, and synthesize the various subject components. 6. To allow each student multiple opportunities to demonstrate acquired knowledge via interactive and/or individual activities such as class participation, homework, exams, presentations, and term projects. 7. To learn the importance of ethical individual and organizational behavior. 8. To develop an understanding of how local, regional, national, and world events and changes impact organizational behavior. 9. To understand the impact of changing and new technologies, such as the Internet, on business activities and decision-making. 10. To gain an appreciation of the dynamics of change. 11. To learn the specific terminology and definitions associated with each discipline. Course Objectives: 1. To apply marketing concepts, tools, and strategies to specific corporate marketing situations 2. To integrate and articulate knowledge acquired in other marketing courses to specific marketing opportunities and threats 3. To appreciate the need for long term marketing strategizing and implementing to assure an organization’s long term viability 4. To develop the rationale of how strategic marketing planning affect operational and tactical planning Institutional Objectives:
  2. 2. 1. To enrich students’ appreciation of the Jewish heritage. 2. To promote study of traditional liberal arts and sciences. 3. To foster an appreciation of scholarship and enhance research skills in business disciplines. 4. To further professional and pre-professional career interests of students in the fields of management and marketing. 5. To prepare students to contribute to society through education and community service. 6. To develop students’ critical reading, listening, and reasoning skills. 7. To develop students’ abilities to solve problems, interpret data, and to foster analytical and quantitative thinking. 8. To promote sensitivity to ethical issues and promote moral reasoning. 9. To prepare students to communicate clearly and effectively in spoken and written forms. 10. To foster students’ abilities to access and evaluate information objectively and effectively. 11. To introduce students to skills needed to function effectively in a technological society. 12. To foster respect for and appreciation of cultural diversity. 13. To enhance a global perspective regarding economic, social, and cultural issues. 14. To meet the special needs of under-prepared students through developmental skills courses in English, ESL, and mathematics. Course Content: Topical areas covered will include the historical development and importance of marketing since the industrial revolution to present and to the near future. Factors of segmentation and targeting will be developed and their importance to developing a cohesive marketing strategy will be covered. An emphasis on the classical 4 P’s of marketing as well as the newer 4 C’s of marketing will be presented and contrasted. The students, acting as senior marketing managers, will develop strategic plans for selected companies facing specific marketing situations. Hardware/Software/Materials Requirements Computer simulation software pre-packaged with textbook, cases selected by instructor. Course Requirements: At the direction of the instructor, students are required to obtain and read all assigned materials prior to the due dates. All exams are to be taken. If homework and/or oral and/or written assignments are given, students are required to deliver the assignments in accordance with the instructor’s guidelines. Grading Guidelines: The instructor will determine the value and weighting of each course component as well as the cut-offs for each letter grade in accordance with institutional suggestions and the due dates of each. The instructor will determine the number and nature of exams and assignments, which test students’ ability to learn the subject as well as demonstrate the students’ ability in learning critical subject skills. The exact grading guidelines must appear in the course outline section of this syllabus. At a minimum, there will be a mid-term and final exam and an assessment of the students’ contribution to the topical classroom lectures.
  3. 3. Methodology: Subject lectures will be enhanced using a combination of the following learning tools: textbook, handouts, overhead transparencies, chalkboard, videos, guest speakers, case studies, current articles found in newspapers and/or magazines, and Socratic classroom environment. Other creative learning methods, as determined by the instructor, will also be employed. At a minimum, each class session will employ two or more instructional methods. Course Text(s): John W Mullins, Orville C Walker, Jean-Claude Larreche. Marketing Management: A Strategic, Decision-Making Approach. McGraw-Hill Companies, 02/2004. ISBN: 0-07-286370-6. Bibliography: David A Aaker. Strategic Market Management. John Wiley & Sons, Incorporated. 07/2001. ISBN: 0-471-41572-3. Dennis Adcock. Strategic Marketing Management. John Wiley & Sons, Incorporated. 03/2000. ISBN: 0-471-98169-9. Carol H Anderson, Julian Vincze.Anderson Strategic Marketing and Management: Theory. Houghton Mifflin Company. 2000. ISBN: 0-395-87050-X. $51.87 J R Boyd, Orville C Walker, John Mullins, Jean-Claude Larreche. Marketing Management: A Strategic, Decision-Making Approach. McGraw-Hill Higher Education. 04/2001. ISBN: 0-07-247295-2. Frank Bradley. Strategic Marketing: In the Customer Driven Organization. John Wiley & Sons, Incorporated. 05/2003. ISBN: 0-470-84985-1. Ross Brennan, Paul Baines, Paul Garneau. Contemporary Strategic Marketing. Palgrave Macmillan. 01/2003. ISBN: 0-333-98118-9. David W Cravens, Nigel F Piercy. Strategic Marketing. McGraw-Hill Higher Education. 05/2002. ISBN: 0-07-246665-0. George S Day. Market Driven Strategy: Processes for Creating Value. Simon & Schuster. 11/1999. ISBN: 0-684-86536-X. Graeme Drummond, John Ensor. Strategic Marketing: Planning and Control. Elsevier Science & Technology Books. 10/1999. ISBN: 0-7506-4482-6. $34.95 John Ensor, Graeme Drummond. Strategic Marketing: Planning and Control. Elsevier Science & Technology Books. 07/2001. ISBN: 0-7506-5236-5. Paul Fifield. Strategic Marketing Management, Planning and Control. Elsevier Science & Technology Books. 08/1999. ISBN:0-7506-4359-5.
  4. 4. R Preston McAfee. Competitive Solutions: The Strategist's Toolkit. Princeton University Press. 09/2002. ISBN: 0-691-09646-5. Helen Meek, Richard Meek, Chartered Institute of Marketing Staff (Contribution by) .Strategic Marketing Management: Planning and Control, 2003-2004. Elsevier Science & Technology Books. 07/2003. ISBN: 0-7506-5965-3. E J Nijssen, Ruud T Frambach. Kluwer. Creating Customer Value Through Strategic Marketing Planning: A Management Approach. Academic Publishers. 12/2000. ISBN: 0-7923-7272-7. Ronald A Nykiel (Editor). Marketing Your Business: A Guide to Developing a Strategic Marketing Plan. Haworth Press, Incorporated, 02/2003. ISBN: 0-7890-1769-5. Mark E Parry. Strategic Marketing Management: A Means-End Approach. McGraw-Hill Trade. 12/2001. ISBN: 0-07-137222-9. Nigel F Piercy. Market-Led Strategic Change. Elsevier Science & Technology Books. 12/2001. ISBN: 0-7506-5225-X. Tony Proctor. Strategic Marketing: An Introduction. Routledge.. 09/2000. ISBN: 0-415-20810-6.

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