College of Micronesia
P.O. Box 159
Pohnpei FM 96941
Course Title: Marketing Strategy
Department and Number: MKT311
Course Description
This course builds on the marketing concepts developed in the marketing principles
course. It focuses on the procedure for planning and developing marketing strategies
involving the marketing mix for both production and service businesses. The course also
examines global market strategies.
Course Prepared by: Business Administration
Hours per week
State: Pohnpei, National Campus
No. of week
Total Hours
Semester Credits
Lecture
_____3___
x
___16__
x ___48__
=
____3____
Laboratory
_________
x
_______
x _______
=
_________
Workshop
_________
x
_______
x _______
=
_________
Purpose of Course:

Degree Requirement
Degree Elective
Certificate
Other
___________
___________
_____X____
___________
This course also meets PLO #(s): NA
Prerequisite Courses: Principles of Marketing (BU270)
______________________________________
Signature, Chairperson, Curriculum &
Assessment Committee
_________________
Date Approved
_______________________________________
Signature, VPIA, COM-FSM
__________________
Date Approved
MK311 MARKETING STRATEGY
RECOMMENDED BY CAC: 12/13/11
APPROVED BY VPIA: 12/19/11
A. PROGRAM LEARNING OUTCOMES (PLOs)
The student will be able to:
1. Demonstrate an understanding of basic concepts in organizational behavior.
2. Demonstrate an understanding of the intricacies of marketing planning and
overall marketing.
3. Demonstrate an understanding of the concepts underlying corporate financial
decision making.
4. Demonstrate an understanding of the role of entrepreneurship and small business
in the FSM economy.
5. Demonstrate basic knowledge of international business.
6. Demonstrate an understanding of economic development issues.
7. Demonstrate an understanding of statistical methods of sampling and estimating
population statistics.
B. STUDENT LEARNING OUTCOMES (SLOs) - GENERAL:
The student will be able to:
1) Develop a full understanding of the intricacies of marketing planning and overall
marketing strategy.
2) Demonstrate an understanding of the sequential nature of marketing and the
importance of monitoring mechanisms.
3) Demonstrate an understanding of the scope of comprehensive marketing in light
of current technological developments..
SLO PLO 1
1
2
3
PLO 2
D
D
D
PLO 3
PLO 4
PLO 5
PLO 6
PLO 7
I = Introduced
D = Demonstrated
M = Mastered
C. STUDENT LEARNING OUTCOMES (SLOs) – SPECIFIC:
The student will be able to:
General SLO 1. Develop a full understanding of the intricacies of marketing planning
and overall marketing strategy.
Student Learning Outcomes
Assessment Strategies
1.1. Explain the concepts of planning, strategy, strategic
assignments, case
planning and strategic planning and strategic marketing.
analysis, quizzes, research
project
1.2. Describe the process of strategic marketing including its assignments, case
implementation.
analysis, quizzes, research
project
1.3. Explain the dimensions of the product, pricing,
assignments, case
distribution and promotional strategies (4Ps).
analysis, quizzes, research
project
1.4. Describe various market strategies: market-scope
assignments, case
MK311 MARKETING STRATEGY
RECOMMENDED BY CAC: 12/13/11
APPROVED BY VPIA: 12/19/11
strategy; market-geography strategy; market-entry strategy;
market-commitment strategy; market-dilution strategy.
1.5. Discuss the criteria used in SBU strategy evaluation.
analysis, quizzes, research
project
assignments, case
analysis, quizzes, research
project
General SLO 2. Demonstrate an understanding of the sequential nature of marketing
and the importance of monitoring mechanisms.
Student Learning Outcomes
Assessment Strategies
2.1. State the importance of environmental scanning in
assignments, case
marketing strategy and demonstrate the whole process.
analysis, quizzes, research
project
2.2. Define competitive intelligence and explain the various
assignments, case
types and sources.
analysis, quizzes, research
project
2.3. Identify the different types of environment and explain
assignments, case
how they affect the organization.
analysis, quizzes, research
project
General SLO 3. Demonstrate an understanding of the scope of comprehensive
marketing in light of current technological developments.
Student Learning Outcomes
Assessment Strategies
3.1. Outline the elements of the global market environment
Assignments, case
analysis
3.2. Explain the formulation of strategy for global marketing Assignments, case
programs
analysis
D. COURSE CONTENT
Part 1: Setting the Stage for Marketing Strategy
1. Marketing in Today’s Economy
2. Strategic Marketing Planning
3. Marketing Ethics and Social Responsibilities in Strategic Planning
Part 2: Discovering Market Opportunities
1. Collecting and Analyzing Market Information
2. Developing Competitive Advantage and Strategic Focus
Part 3: Developing Marketing Strategy
1. Customers, Segmentation and Target Marketing
2. Product Strategy
3. Pricing Strategy
4. Distribution and Supply Chain Management
5. Integrated Marketing Communications
Part 4: Putting Strategy into Action
1. Marketing Implementation and Control
2. Developing and Maintaining Long-term Customer Relationship
E. METHODS OF INSTRUCTION
MK311 MARKETING STRATEGY
RECOMMENDED BY CAC: 12/13/11
APPROVED BY VPIA: 12/19/11
Lectures, guest speakers, research project, business plan, case analysis, homework,
classroom exercises, and various individual and group assignments. Power-point,
LCD projections and videos will be used as instructional aid and other teaching
materials depending on availability.
F. REQURIED TEXT(S) AND COURSE MATERIALS
Ferrel, O. C, & Hartline, M. D. (2010) Marketing Strategy. (5th Ed) USA: SouthWestern Cengage Learning. (or most recent edition)
G REFERENCE MATERIALS
None
H. INSTRUCTIONAL COSTS
None
I. EVALUATION
None
J. CREDIT BY EXAMINATION
None
MK311 MARKETING STRATEGY
RECOMMENDED BY CAC: 12/13/11
APPROVED BY VPIA: 12/19/11