BUS 395 - Strategic Marketing and Management

Credits: 5
Examines how managers develop, implement, and evaluate strategic marketing decisions to maximize long-term profitability of a firm. Topics include analysis of competitor behavior, product line management, and long-term road mapping of product and branding strategy.

Enrollment Requirement: Admission into the BAS in Marketing and Entrepreneurship program; and BUS 121; and (BUS& 101 or BUS 181); and (MATH& 141 or MATH 147); and (BUS 310, BUS 335, BUS 344, BUS 350, BUS 365, and BUS 390); or instructor consent. Recommended: BUS 258.

Course Outcomes:
Students who successfully complete this class will be able to:

Develop marketing strategies for products at different stages of the product life cycle.
Modify a product line based on the firm’s marketing strategy, the business environment, and the product’s stage in the product life cycle.
Critique a firm’s roadmap for product mix in terms of its effect on customer acquisition, customer retention, and market positioning.
Formulate strategies to maximize customer acquisition and retention.
Design marketing strategies that leverage the core competencies of the firm with forces of the business environment.

Program Outcomes

Analyze and use business data to develop appropriate business and marketing strategies.
Apply entrepreneurship principles to better leverage organizational resources.
Apply economic and behavioral concepts to strategy formulation.
Conduct a survey of the business environment, identify opportunities, and formulate a plan for capitalizing on them.
Assess the potential market for a product, and then formulate a plan for developing and marketing the product.
Formulate and communicate an original business plan to an audience of stakeholders.

College-wide Outcomes

Critical Thinking - Critical thinking finds expression in all disciplines and everyday life. It is characterized by an ability to reflect upon thinking patterns, including the role of emotions on thoughts, and to rigorously assess the quality of thought through its work products. Critical thinkers routinely evaluate thinking processes and alter them, as necessary, to facilitate an improvement in their thinking and potentially foster certain dispositions or intellectual traits over time.
Responsibility - Responsibility encompasses those behaviors and dispositions necessary for students to be effective members of a community. This outcome is designed to help students recognize the value of a commitment to those responsibilities which will enable them to work successfully individually and with others.
Written Communication - Written Communication encompasses all the abilities necessary for effective expression of thoughts, feelings, and ideas in written form.