FSH 4000 - MARKETING PLANNING

credits: 3.0
Crosslisted/Same As: MKT 4000
FSH 4000-MKT 4000. The Marketing Planning capstone course is the continuation of the study of the principles of marketing and further application of these principles. Emphasis is placed on problem solving by use of case method and also the preparation of the marketing plan. This course assumes that you possess an understanding of basic marketing principles and the ability to conduct straightforward marketing-related and financial analyses. It utilizes a strategic perspective to examine the nature and scope of market analysis outcomes, which are an integral part of the overall marketing mix. Emphasis is placed on problem solving by use of case analyses and the preparation of a marketing plan for an actual business. Course implementation will involve detailed analysis of product development and management activities, including marketing research. The focus of the students’ activities will be on marketing mix: A) Promotional activities (e.g. advertising, personal selling, direct mail, public relations, sales and trade promotions); B) Distribution or place activities (e.g., wholesaling, retailing); C) Pricing activities (e.g. new product pricing, penetration pricing strategies, and skimming pricing strategies); D) Product development and management. Objectives: This capstone course includes substantial experiential learning involving both decision-making skills and oral-written communication skills. Overall, the course provides an overview and resolution of issues encountered in A) Developing, implementing, and managing a marketing plan and B) Applying your current knowledge and abilities when analyzing, developing, and communicating marketing strategies and decisions in your professional career. Method of Instruction: Lecture, discussions, guest speakers, readings, field experience, review of key developments in the field of study as represented by selected magazine and journal articles and current events and case studies. Method of Evaluation: Quizzes, assignments, case studies, and term (student-consulting) project. Consulting Fee $150.00.

Prerequisite(s): ECO 2010 - PRINCIPLES OF MICROECONOMICS and MKT 2250 - PRINCIPLES OF MARKETING (or) ECO 2020 - PRINCIPLES OF MACROECONOMICS and MKT 2250 - PRINCIPLES OF MARKETING