MKTG 4990: Marketing Strategy

3 Credit Hours

Prerequisite: MKTG 3100 and MKTG 3150 and MKTG 4100 and (Admission to the Coles College Undergraduate Professional Program or (60 credit hours with a minimum GPA of 2.00 and in a Coles College Partner Program))
This “capstone” course integrates elements learned in other marketing courses into a unified strategy. The steps involved in creating a strategic marketing plan are covered using data-driven insights and hands-on application. Topics include understanding business objectives, using marketing analytics to conduct situation and market trend analysis, selecting a sustainable competitive advantage, identifying a target audience, and creating the marketing mix (product, price, place, and promotion).

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

Collect and analyze data needed to make informed strategic decisions.
Perform internal and external marketing analysis.
Identify the target market after consumer segmentation.
Design a Marketing Mix (product, place, price, promo) to achieve a Sustainable Competitive Advantage.