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BUSI 520 Course Syllabus

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BUSI 520

This course is designed to provide the student with a working knowledge of the steps involved in
the analytical and decision-making processes involved in formulating, implementing and
controlling a strategic marketing program for a product market entry.

No marketer can operate successfully or efficiently without a thorough understanding and proper
application of the principles of managing a marketing strategy. This course, a requirement for the
MBA program of study, will provide the student with the knowledge and abilities essential to
survival in tomorrow’s business world.


Kotler, P., & Keller, K. (2012). Marketing management (custom package) (14th ed.).
Upper Saddle River, NJ: Prentice Hall, Inc. ISBN: 9781269631358.
Disclaimer: The above resource provides information consistent with the latest research
regarding the subject area. Liberty University does not necessarily endorse specific
personal, religious, philosophical, or political positions found in this resource.

A. Computer with basic audio/video equipment
B. Internet access (broadband recommended)
C. Microsoft Word

BUSI 520 Course Syllabus
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Upon successful completion of this course, the student will be able to:
A. Apply concepts of marketing as they relate to strategic marketing management.
B. Evaluate a firm’s external environment to include consumer market, competition,
market segments, positioning, product and branding, services, pricing, promotion,
and evaluation.
C. Integrate biblical principles to the field of marketing management.

A. Textbook readings
B. Course Requirements Checklist
After reading the Course Syllabus and Student Expectations, the student will
complete the related checklist found in Module/Week 1.
C. Group Consensus Report
Effective groups create shared assumptions and expectations about behaviors.
Each group member will post an individual thread responding to the questions in
the Group Consensus Report.
D. Marketing Management Group Project (MMGP)
Each student will be placed in a group at the beginning of the course. Each group
is responsible for assigning the individual components for each of the
module/week's assignments. Each student will interact with the other members of
his/her group in order to complete the MMGP assignments. In Module/Week 8,
the final project will be submitted. Though the student is interacting within a
specific group for his/her assignment, each student must complete his/her
assignment independently of the group for his/her grade.
After receiving instructor feedback, the team will begin to assemble the individual
assignments into 1 cohesive paper with references that comports with current
APA guidelines. After the cohesive paper is edited by all team members, the
paper will be submitted to the SafeAssign draft link to check for any plagiarism
issues (3 draft checks are available). Once the cohesive paper is free from any
plagiarism issues, a team member will upload the paper within the module/week’s
SafeAssign final link.
NOTE: Each individual assignment must be at least 500 words (excluding
references). Each individual assignment must contain corroborating research (the
textbook is not included). The preferred corroborating research for each
individual assignment is the Wall Street Journal (WSJ), Fortune Magazine, Ad
Age, or peer-reviewed Marketing journals. In grad school, research must guide

BUSI 520 Course Syllabus
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E. Integration of Faith and Learning (IFL) (2)
Each student will complete 2 Integration of Faith and Learning (IFL) essay
assignments as Microsoft Word documents submitted through SafeAssign. The
student is to contemplate the assigned Scripture verse and relate it to Marketing
F. Quizzes (3)
Each student will take 3 objective, open-book/open-notes quizzes in this course.
Each quiz will consists of 50 multiple-choice questions. There will be a 2-hour
time limit.

A. Points
Course Requirements Checklist 10
Group Consensus Report 20
Marketing Management Group Project (MMGP)
Product/Service Topic Identification 0
Background Information 100
Market Analysis 100
Positioning/Competition/Branding 100
Services/Pricing 100
Promotions/Marketing 100
Research Paper Final Submission 100
Integration of Faith and Learning (IFL) (2 at 40 pts ea) 80
Quizzes (3 at 100 pts ea) 300
Total 1010
B. Scale
A = 940–1010 A- = 920–939 B+ = 900–919 B = 860–899 B- = 840–859
C+ = 820–839 C = 780–819 C- = 760–779 F = 0–759

BUSI 520 Course Syllabus
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C. Late Assignment Policy
If the student is unable to complete an assignment on time, then he or she must
contact the instructor immediately by email.
Assignments that are submitted after the due date without prior approval from the
instructor will receive the following deductions:
1. Late assignments submitted within one week of the due date will
receive a 10% deduction.
2. Assignments submitted more than one week late will receive a 20%
3. Assignments submitted two weeks late or after the final date of the
course will not be accepted.
4. Late Discussion Board threads or replies will not be accepted.
Special circumstances (e.g. death in the family, personal health issues) will be
reviewed by the instructor on a case-by-case basis.
D. Disability Assistance
Students with a documented disability may contact Liberty University Online’s
Office of Disability Academic Support (ODAS) at to
make arrangements for academic accommodations. Further information can be
found at