MKT 175 - Marketing Planning and StrategySemester Hours: 3
This course focuses on strategic marketing planning for products and brands. Emphasis is on how elements of the marketing mix are integrated and adapted in response to evolving technologies, competitors, and environmental forces. The focus of the course is on the development and evaluation of marketing plans designed to create a competitive advantage. Analytics and metrics for measuring product, brand, and marketing strategy success are reviewed.
This course also focuses on the role and functions of strategic marketing in the management of organizations. Emphasis is placed on understanding the global environment in which the organization operates and the integrative application of various facets of marketing in developing effective and ethical strategic marketing plans. Students’ analytic skills are enhanced through reading assignments, classroom discussions and activities, and term projects.
Prerequisite(s)/Course Notes:
MKT 101 , 124 , senior class standing, and 6 additional semester hours of marketing electives.
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