Marketing 4322 Syllabus sPRING 2016 (1)

Marketing 4322 Syllabus sPRING 2016 (1) - Marketing 4322...

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Marketing 4322 Marketing Strategy Spring 2016 Larry Chonko The Thomas McMahon Professor in Business Ethics The University of Texas at Arlington Department of Marketing, College of Business, Box 19469 Arlington Texas 76019-0469 Phone: 817-272-0264 Fax: 817-272-2854 E-Mail: [email protected] Office: College of Business, 232 Office Hours – T-Th 9:30-11:00AM READING REQUIREMENTS Cravens and Piercy, Strategic Marketing 10 th Suggestion for reading: something from the business press – The Wall Street Journal, Fortune, Business Week – this will keep you current and also provide you with insights into business and marketing strategy STUDENT LEARNING OUTCOMES In this course key elements of how marketing information is translated into actionable recommendations for enhancing marketing strategies and tactics will be presented and discussed. Your primary output from this course should be the development of an analytical framework that will provide you with foundation for assessing information as it applies to any marketing problem/opportunity with which you are confronted as you pursue your careers. The “what,” “why” and “how” of strategies and tactics crafted on the basis of insights from information provided by research are the focus, with an emphasis on both processes and outcomes. The intent of the course is to merge concepts of marketing and marketing information that are pertinent to the effective and efficient functioning of a business or non-business enterprise. Objectives of the course include: Further your understanding of why marketing decision makers require objective information and how to create bridges from outputs of market research to actionable strategies Further develop your understanding of forces driving competition in the marketplace Enhance your skills for analyzing and using information on subjects like customer trends, identifying threats and opportunities, and monitoring competitive activities and assessing a firm's competitive advantage. Understand the value of research and information as critical for addressing organization marketing problems and opportunities Understand the role of marketing information as it enhances a n organization’s ability to create and deliver superior customer value Develop a disciplined information-driven approach to the analysis of marketing problems COURSE OVERVIEW The course is organized around the use of marketing information to discover and resolve problems/opportunities faced by businesses in the competitive market environment. It covers the following areas: 1. Role of marketing information in conducting problem/opportunity analyses and developing and implementing competitive strategy 2. Understanding the Customer -- Market Information Driven Segmentation 1
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3. Developing and Managing the Value Proposition – Differentiation and Positioning 4. Assessing the Financial Impact of Competitive Marketing Strategy 5. Understanding, Attracting and Keeping Valuable Customers 6. Aligning the Organization to Changing Market Requirements.
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  • Fall '07
  • Nordtvedt
  • Marketing, Arlington, UT Arlington

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