Syllabus Spring 2011

Syllabus Spring 2011 - 1 Spring 2011 BMGT 457 MARKETING...

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Spring 2011 BMGT 457 MARKETING STRATEGY Professor: Dr. Roland Rust Office: VMH 3451 email: [email protected] Office Phone: (301) 405-4300 Fax: (301) 405-0146 Office Hours: TTh 3:30 – 4:30 Classroom: VMH 1206 Class Sessions: TTh 12:30 – 1:45 or 2:00 – 3:15 (note: both classes are over- subscribed, so please attend only your own session) Required Texts 1. Marketing Mistakes and Successes, 11th Edition , by Robert F. Hartley (John 2. The Marketing Game! Third Edition , by Charlotte H. Mason and William D. Perreault, Jr.(McGraw-Hill Irwin, 2002) (“TMG”) Optional (Recommended) Text 1. Marketing Strategy: A Decision-Focused Approach, 7 th Edition, by Orville C. Walker and John W. Mullins (McGraw-Hill Irwin, 2011) (“Text”) Course Description and Objectives This is the "capstone" marketing strategy course. The purpose of this course is to introduce you to the fundamentals of strategic market planning and to enhance your understanding with "hands-on" applications. In addition to reading the texts and attending lectures, you will be challenged to apply what you learn to a variety of business situations (cases). To sharpen your communication skills, you will participate in written assignments and oral discussions of the cases. A significant part of the course involves "The Marketing Game." This is a computer simulated game in which you and your fellow teammates will be marketing managers of your own firm for the semester. In terms of subject matter, this course is concerned with the development, evaluation, and implementation of market strategies. Specific course objectives involve the following: 1
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1. Learning how to conduct the external and internal analyses that support the development of marketing strategies and policies. 2. Identifying and addressing strategic questions like: a. What environmental opportunities and threats do we face? b. What are our organizational strengths, weaknesses and problems? c. What business should we be in? What product markets are attractive to us? d. What are our long-term objectives? e. What is our sustainable competitive advantage? f. Should we diversify? How? g. What growth directions are most attractive? h. How should the organization's resources be allocated? These objectives can only be achieved through joint effort. I will work to stimulate your interest and learning in these areas, but you will be expected to display initiative and a program of self-study as well. In that sense, a complementary objective of the course is to provide you with an environment that will encourage and reward your own intellectual effort, while simultaneously maintaining rigorous standards that identify those who are motivated to purse excellence in their own educational preparation for a successful career. Course Requirements
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This note was uploaded on 09/07/2011 for the course BMGT 457 taught by Professor Staff during the Spring '08 term at Maryland.

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Syllabus Spring 2011 - 1 Spring 2011 BMGT 457 MARKETING...

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