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BUSI 520

BUSI 520

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Published by: M Sjarif Bin Mohd Ali on Aug 25, 2009
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11/29/2012

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BUSI 520 – Marketing ManagementProfessor’s notes*As of July 5, 2007Note: All content is based on the professor’s opinion and may vary fromprofessor to professor and student to student. All content may be changedwithout notice. This information is provided to provide an analysis, but is notbinding in any form.From a Scale of 1-10 (1=low demands; 5= moderate demands; 10 = verydemanding), how would you rate the overall level of difficulty of this course?
Level of demand = 8This course requires: a major group analysis, which requires reading and externalresearch each week; 2 exams, and weekly individual/group discussion board postings.This course should be taken with other courses within an 8-week format with lesslevel of difficulty.
From a Scale of 1-10 (1=low demands; 5= moderate demands; 10 = verydemanding), how would you rate the level of reading requirements in thiscourse?
 Level of demand = 9Students are responsible for reading 3-4, 20-25 page chapters each week. Thechapters are packed with information, with which the students must learn, apply andbecome comfortable.
From a Scale of 1-10 (1=low demands; 5= moderate demands; 10 = verydemanding), how would you rate the level of lecture requirements in this course?
Level of demand = 2The course contains no video lectures, however, students are responsible for thelecture notes that are provided as an outline of the textbook.
From a Scale of 1-10 (1=low demands; 5= moderate demands; 10 = verydemanding), how would you rate the level of online exam requirements in thiscourse?
Level of demand = 9The course has 2 online tests (the midterm and final). Although they are open book and open notes, students are responsible for all material found in the book. Questionsare mostly application oriented, thus requiring students to fully understand concepts.
 
From a Scale of 1-10 (1=low demands; 5= moderate demands; 10 = verydemanding), how would you rate the level of discussion board requirements inthis course?
Level of Demand = 6In weeks 2 and 4 students will research (through the online library and text) andrespond to discussion board questions with responses of 400-500 words each. Inaddition, students are required, in these weeks, to respond with 400-500 wordresponses, to the postings of 2 other students. A good grasp of the topic is required.References and citations must follow APA format.In weeks 1-8, students will review and respond to the course discussion board and theteam discussion board so as to add value to the discussion; answer questions anddiscuss topics with their classmates.
From a Scale of 1-10 (1=low demands; 5= moderate demands; 10 = verydemanding), how would you rate the level of the written paper requirements inthis course?
Level of Demand = 10
Additional Comments:
The course requires a major, 20-30 page team marketing analysis with outsideresearch. The paper must be written in APA format, with proper formatting, in-textcitations and academic references. Successful completion of this analysis alsorequires routine, frequent and substantive communication with team members suchthat a logical, “puzzle-like” analysis is created. Students who have not previouslywritten a research paper or have been out of academics for many years, will bechallenged with this assignment. The research for and writing of the paper shouldtake place over several weeks; it is not an assignment that can be completed in oneweekend.This course moves quickly, therefore students should expect to be very busy for theduration of the course. There are assignments due each week.
 
Syllabus
LIBERTY UNIVERSITY DISTANCE LEARNING PROGRAMSCHOOL OF BUSINESSM
ASTERS OF
B
USINESS
A
DMINISTRATION
 BUSI 520S
TRATEGIC
M
ARKETING
M
ANAGEMENT
 TEXTBOOK
Kotler, P & Keller, K. (2003). Marketing Management (12
th
ed.) Prentice Hall (ISBN0-13-145757-8)In addition, the required writing style for all assignments is APA.
COURSE DESCRIPTION
This course is designed to provide the MBA student with a working knowledge of thesteps involved in the analytical and decision-making processes involved informulating, implementing, and controlling a strategic marketing program for aproduct market entry. In addition, this course covers topics such as 1) relationshipsamong corporate, business level and tactical strategies, 2) relationships betweenmarketing strategy and the internal/external operating environments of anorganization, and 3) relationships between marketing and other functional areas of theorganization. This course also explores the influences of technology on business-to-business (B to B) and consumer-to-business (C to B) markets.Marketing Management is the strategic use of a firm’s resources to take advantage of and create marketing opportunities. The global environment will be emphasized asstudents learn to analyze markets and develop and implement marketing plans thatwill deliver solutions to the market segments targeted.
I.
 
RATIONALE
Marketing today is operating in a profoundly different world than it dideven twenty years ago. Today, corporations may be held responsible forthe impacts of their products at every stage from R&D throughdistribution and consumer use and final product disposal. This coursedirectly supports AIMS 1-10 of Liberty University’s Statement of Purpose. No marketer can consistently operate effectively of efficientlywithout a thorough understanding and wise application of the principles of sound marketing strategy. Such knowledge and ability is essential tosurvival in tomorrow’s business world. It should also be anticipated that

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