TROY UNIVERSITY
MASTER SYLLABUS
SORRELL COLLEGE OF BUSINESS
EMBA 6661
Strategic Marketing Management
Prerequisites
EMBA 5501.
Description
An application of marketing concepts, principles and procedures for planning, development,
implementation and control of marketing programs in profit and non-profit organizations.
Emphasis is on the matching of organization resources and strengths with global marketing
opportunities, and strategies to overcome environmental threats.
Objectives
On completion of the course, the student should be able to:
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Describe the concept of customer satisfaction.
Manage a marketing information system.
Analyze consumer, industrial, and global markets.
Designate market segments, and select target markets.
Diagram the new-product development process and the product life cycle.
Present the concept of managing product lines and brands.
Articulate pricing strategies and programs.
Designate the design and management of marketing channels.
Explain the concepts involved in integrated marketing communications.
Articulate concepts of direct and online marketing.
Apply marketing management strategies to business objectives in an apt scenario.
Purpose
To introduce an understanding of the marketing function, what is marketed, and who does the
marketing. EMBA core requirement.
Approved Texts
Ferrell, O. C., & Hartline, M. D. (2005 or current). Marketing strategy (3rd ed.). Mason, OH:
Thomson/South-Western.
Master Syllabi are developed by the senior faculty in each business discipline. This Master Syllabus must be used as the basis for developing the
instructor syllabus for this course, which must also comply with the content specifications outlined in the Troy University Faculty Handbook.
The objectives included on this Master Syllabus must be included among the objectives on the instructor’s syllabus, which may expand upon the
same as the instructor sees fit. The statement of purpose seeks to position the course properly within the curriculum and should be consulted by
faculty as a source of advisement guidance. Specific choice of text and other details are further subject to Program Coordinator guidance.
1 August 2005
Master Syllabus: EMBA 6661
2
Hoffman, K. D., Czinkota, M. R., Dickson, P. R., Dunne, P., Griffin, A., Hutt, M. D., Krishnan,
B. C., Lusch, R. F., Ronkainen, I. A., Rosenbloom, B., Sheth, J. N., Shimp, T. A.,
Siguaw, J. A., Simpson, P. M., Speh, T. W., & Urbany, J. E. (2005 or current).
Marketing principles and best practices (3rd ed.). Mason, OH: Thomson/South-Western.
Kotler, P., & Keller, K. L. (2006 or current). Marketing management (12th ed.). Upper Saddle
River, NJ: Prentice Hall.
Peter, J. P., & Donnelly, J. H. (2004 or current). Marketing management: Knowledge and skills
(7th ed.). Boston, MA: McGraw-Hill.
Supplements
Kaplan, R. S., & Norton, D. P. (2000). The strategy-focused organization: How balanced
scorecard companies thrive in the new business environment (1st ed.). Cambridge, MA:
Harvard Business School.
Kumar, N. (2004). Marketing as strategy: Understanding the CEO’s agenda for driving growth
and innovation (1st ed.). Cambridge, MA: Harvard Business School.
Levitt, T. (1986). The marketing imagination. New York, NY: Simon & Schuster.
Nentl, N. J., & Miller, C. (2004 or current). SimMarketing [student CD and manual] (1st ed.).
Boston, MA: McGraw-Hill.
Troy State University Faculty Handbook (2001): Section 3.8.2.8 [extract]—22 essential elements of the syllabus (somewhat modified for space):
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b.
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d.
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f.
g.
Course title
Course number
Term
Instructor
Prerequisites
Office hours
Class days, times
h.
i.
j.
k.
Classroom location n. Grading methods,
Office location
criterion weights,
Office telephone
make-up policy,
Course description,
mid-term grade
objectives
reports
l. Text(s)
o. Procedure, course
m. Other materials
requirements
p. General supports
r. Additional services u. Cheating policy
(computer works,
(Americans with
v. Specialization
writing center)
Disabilities Act,
requirements
q. Daily assignments,
other statements)
(certification,
holidays, add/drop s. Absence policy
licensure, teacher
& open dates, dead t. Incomplete-work
competencies)
day, final exam
policy