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MBA PROGRAM SEMINAR in MARKETING MANAGEMENT MKTG 600; WINTER 2006 Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room: AE 105 Office: 107 BPA Class Time: TR 6:00 - 8:05pm Phone: (661) 654 - 6776 CRN: 15000 E-mail: ecarter2@csub.edu Office Hours: TR 4:00 - 5:30pm REQUIRED TEXT Marketing Management, 12th edition. Philip Kotler Kevin Lane Keller. 2006 [ISBN# 0131457578] LEARNING OUTCOMES This course explores the application of strategic management to the marketing function. Emphasis is placed on the application of planning, implementation, controlling, and evaluation of marketing strategies as the means for achieving organizational objectives. Specifically, the following learning outcomes are achieved: Understand the evolution of the marketing concept and holistic marketing concept Grasp the significance of marketing environment forces and the value of environmental scanning Demonstrate the capacity to research and profile consumer markets, including factors influencing customers and the stages of the buying decision process for individual and organizational customers Perform market segmentation and brand positioning strategies in order to build brand equity Analyze competitive strategy forces affecting industry positions and differential advantages Design a marketing plan composed of marketing mix strategies that deliver a distinct “value proposition” Competence with global market analysis and global market entry strategies Awareness of emerging digital market opportunities and related Internet-based marketing strategies Reverence for marketing ethics and processes for insuring socially responsible strategic planning. Dr. Carter [WINTER 2006] COURSE SYLLABUS [Continued] MBA PROGRAM SEMINAR IN MARKETING MANAGEMENT [MKTG 600] COURSE METHODOLOGY This course is taught in three separate phases to gradually increase the student’s comfort level and proficiency at ap