Standard

Updated: 07/12/06

MKT 228 - Advanced Marketing                                                                                                                                       

 

Course Description

This course gives an in depth study of marketing research, consumer behavior, and Marketing management strategies in a complex global environment Topics include: marketing research, consumer behavior, strategic management competitive advantage, and market segmentation.

 

Competency Areas

Hours

Marketing research

Class

5

Consumer behavior

D. Lab

0

Strategic management

P. Lab/O.B.I.

0

Competitive advantage

Credit

5

Market segmentation

 

 

 

Prerequisite:

none

Corequisite:

     

 

Course Guide

 

Competency

After completing this section, the student will:

Hours

Class

D.Lab

P.Lab/

O.B.I.

Marketing Research

15

0

0

Marketing Information System

Describe the marketing information system component parts

 

 

 

 

Analyze sources of information for marketing intelligence

 

 

 

The marketing research process

Prepare a marketing research project

 

 

 

 

Create a survey instrument

 

 

 

 

Analyze survey results

 

 

 

Consumer Behavior

10

0

0

Model of Buyer Behavior

Analyze the buyer behavior model

 

 

 

 

Describe the factors influencing consumer behavior

 

 

 

 

Identify the buyer decision process

 

 

 

 

Evaluate the method of identifying consumer behavior characteristics

 

 

 

 

Analyze business markets and business buying behavior

 

 

 

Market Segmentation

 

10

0

0

Segmenting the market

Describe the process of segmenting the consumer market

 

 

 

 

Discuss the major segmentation variables for consumer markets

 

 

 

Target marketing

Describe the evaluation process of market segments

 

 

 

 

Discuss the target marketing strategies

 

 

 

Competitive Advantage

 

5

0

0

Positioning

Describe the process of positioning a product in the consumer market

 

 

 

 

Analyze the positioning strategies

 

 

 

 

Develop a positioning statement

 

 

 

Strategic Management

         

10

0

0

 

Describe the strategic planning process

 

 

 

 

Analyze how marketing impacts the strategic plan

 

 

 

 

Create a marketing plan

 

 

 

 

Suggested Resources

 

Armstrong, Gary & Kotler, Philip. Marketing: An Introduction. New Jersey: Pearson Prenti

Lamb, Hair, McDaniel. Marketing. New York: Thomson Learning

McCarthy, E. Jerome & Perreault, William D. Jr. Basic Marketing. Boston: Irwin