MBA: MKT 504 – Marketing Management

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About Course

This course explores strategies and processes for creating, communicating, and delivering value to customers.

Emphasis is placed on market analysis, strategic planning, and effective marketing decision-making.

Students will develop the skills necessary to craft and implement successful marketing strategies.

What Will You Learn?

  • Understand the fundamentals of marketing management and its role in business strategy.
  • Develop and implement effective marketing strategies to create customer value.
  • Analyze market opportunities and challenges through comprehensive market research.
  • Apply strategic marketing concepts in various business contexts.
  • Integrate marketing decisions with broader business objectives.

Course Content

Week 1: Introduction to Marketing Management

  • Introduction to Marketing Management
    02:19
  • LO1: Define the fundamental concepts of Marketing Management and its role in Business Strategy
    08:30
  • LO2: Describe how Marketing contributes to Value Creation within Organizations
    00:00
  • LO3: Analyze the relationship between Marketing Principles and overall Corporate Objectives
    00:00
  • Multiple Choice Questions
  • True/False Questions
  • Scenario-Based Multiple Choice Questions
  • Key Terms and Concepts Questions
  • Short Answer Questions
  • Written Assignment
  • Presentation Task
  • Role-Playing Activity
  • Peer Review Task
  • Exercises and Activities Adaptation

Week 2: Understanding Consumer Behavior

Week 3: Market Segmentation, Targeting, and Positioning (STP)

Week 4: Developing a Marketing Plan

Week 5: Branding and Brand Equity

Week 6: Product Strategy and Innovation

Week 7: Pricing Strategies

Week 8: Midterm Test

Week 9: Distribution and Supply Chain Management

Week 10: Integrated Marketing Communications (IMC)

Week 11: Digital Marketing and Social Media

Week 12: Customer Relationship Management (CRM)

Week 13: Global Marketing Strategies

Week 14: Ethical Issues in Marketing

Week 15: Measuring Marketing Performance

Week 16: Final Test or Project

Florida Coastal University

Learning often happens in classrooms
but it doesn’t have to.

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