CATALOG DESCRIPTION: OF THIS MARKETING MANAGEMENT CLASS
Focus on the major decisions that marketing managers and top management face in their efforts to mesh the objectives, core competencies, and resources of an organization with the opportunities and threats in an increasingly global marketplace. Applications of marketing thinking to products and services for any organization whether profit or not-for-profit
AUDIT Project:
You will prepare a written marketing plan of a public firm of your choice. The abstract for this plan is due ASAP.. The one page abstract should identify: (1) the name of the firm, (2) a short description of the firm’s purpose, (3) reasons why you chose to prepare a marketing plan for this firm, and (4) key issues the firm is currently experiencing.
The written project must be professional in its composition. The plan will be graded on its content as well as proper grammar, logical construction, and organization. You should use as many sources as necessary to prepare your plan fully. Sources include: annual reports, journal articles, and newspaper articles, conversations with key employees of the firm, Internet articles, and other materials found via your library search. An outline for you to follow is found below. Please use subsequent headings and subheadings in your work.
Executive Summary
Two page summary of the entire plan
Company Description
Highlights of the firm’s historical and recent operations
Strategic Focus and Plan
Mission
Goals
Core competency and sustainable competitive advantage
Situation Analysis
SWOT
Industry analysis
Competitive analysis
Company analysis
Customer analysis
Market-Product Focus
Marketing objectives
Target markets
Points of difference
Positioning
Marketing Program
Product strategy
Price strategy
Promotion strategy
Place strategy
Financial Data and Projections
Historical sales revenues
Financial projections
Organization
Organization of the firm
Implementation Plan
Plan to implement the strategies
Evaluation and Control
Plan to evaluate and control the strategies
CLASS REQUIRED TEXT:
Kotler, P.& Keller, K. (2016), A Framework for Marketing Management. Upper Saddle River, NJ: Prentice Hall. ISBN # 978-0-13-387131-9 (6th Edition)
Professionalism is a key ingredient for success in a firm. Thus, this course will be conducted in a professional manner. Please prepare all written work in a double spaced word-processed fashion using a font of no less than 11 points. Utilize the APA style of referencing. Use a cover page with your name, date, and title of the assignment. In addition to content, your work will be graded on correct grammar and use of language. Points will be deducted for not utilizing the APA style of referencing.
Common Goals:
Goal #1: Develop broad and integrated knowledge of business functions.
SLO 1.1: Prepare analyses of, and recommendations for, resolving difficult management situations for the spectrum of business functions.
SLO 1.2: Explain the functions and purposes of management (planning, organizing, directing and controlling) in a quantitative context.
SLO 1.3: Identify business opportunities for economic value creation.
Goal # 2: Apply analytical, problem-solving, and critical thinking skills and the use of technology for decision-making.
SLO 2.1: Appraise the set of business functions in the value chain and relate value added activities to success and non-value added activities to sub-optimization.
SLO 2.2: Create strategic and tactical decisions for meeting customer needs.
SLO 2.3: Analyze the impact of a total quality management program on an organization’s ability to compete effectively in the international marketplace.
Goal # 3: Apply core business knowledge and tools for developing and implementing strategy, while assuring ethical behavior.
SLO 3.1: Examine strategies for decision-making based on quantitative models.
SLO 3.2: Utilize timely information.
SLO 3.3: Appraise the major forces influencing business environments and how managers and executives incorporate this knowledge into their strategic planning processes
