TROY UNIVERSITY
MASTER SYLLABUS
SORRELL COLLEGE OF BUSINESS
MKT 4469
Marketing Management
Prerequisites
MKT 3300 and 15 SH in marketing courses beyond MKT 3300.
Description
This is the capstone course for marketing major students. Focus is on marketing management
problem solving by applying marketing concepts, procedures and practices learned. Vehicles to
deepen this decision-making approach will include text, cases and simulations. This is the
capstone course for the Marketing major.
Objectives
On completion of the course, the student should be able to:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Discuss customer satisfaction and value.
Gather marketing information.
Describe the marketing environment.
Analyze business markets, customer markets, and buyer behavior.
Craft a marketing segmentation and target marketing plan.
Apply market positioning concepts to a marketing scenario.
Explain the product life-cycle and new-product development.
Make product line and brand management decisions in a marketing scenario.
Craft a pricing strategy and pricing program in a marketing scenario.
Demonstrate how to manage marketing channels and marketing communications, including
direct and online marketing.
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:
MKT 4469
2
Purpose
To provide the marketing-oriented tools necessary for the practical application of marketing
decision-making in both a conceptual and an operational framework. Marketing concentration
requirement.
Approved Texts
Kotler, P. (2012 or current). A framework for marketing management (5th ed.). Upper Saddle
River, NJ: Prentice Hall.
Marshall, G. and Johnston, M. (2011 or current). Essentials of Marketing Management (1st ed.).
New York: McGraw-Hill Irwin.
Troy University Faculty Handbook (2010): Section 3.9.2.8 [extract] — essential elements of the syllabus (somewhat modified for space):
1. Course title
2. Course number +
section
3. Term
4. Instructor
5. Prerequisites
6. Office hours
7. Class days, times
8. Classroom
location
9. Office location +
e-mail address
10. Office telephone
11. Course
description,
objectives
12. Text(s)
13. Other materials
14. Grading methods, 16. General supports
criterion weights,
(computer works,
make-up policy,
writing center)
mid-term grade
17. Daily assignments,
reports
holidays, add/drop
15. Procedure, course
& open dates, dead
requirements
day, final exam
18. ADA statement
19. Electronic device
statement
20. Additional
services,
statements
21. Absence policy
22. Incomplete-work
policy
23. Cheating policy
24. Specialization
requirements
(certification,
licensure, teacher
competencies)