Marketing Management Certificate Program

MMC 436

Marketing Plan Development

Instructor: Craig A. Pitts, MBA

SYLLABUS

TEXTBOOK: There is one textbook required:

Book 1: Streetwise Marketing Plan. By Don Debelak. Adams Media Corporation: 2000. ISBN 1-58062-268-2

Ordering Information: You may order this book from any source that you wish. Many of the major bookstores throughout the country either stock or will special order this book for you.

You can also order this book online at:

Borders books at:
http://www.borders.com

Amazon.com at:
http://www.amazon.com

Barnes & Noble at:
http://www.bn.com

The objective of this course is to teach participants how to develop and evaluate marketing plans and strategies. The course text will provide step by step instruction for all components of a marketing plan and participants will use the information to develop segments of plans for varying types of organizations.

COURSE CONTENT:

1). Marketing Goals
2). Marketing Planning
3). Target Groups
4). Positioning
5). Brand Preferences
6). Buying Patterns
7). Competitive Evaluation
8). Situation Analysis
9). Sales Growth
10). Competitive Advantage
11). Distribution Strategies
12). Promotions
13). Publicity

COURSE OBJECTIVES: After completing this course, you will:

1). Understand the marketing planning process.
2). Know how and why customers buy.
3). Be able to develop a target customer profile.
4). Know how to determine opportunities for increased sales.
5). Understand customers' unmet goals and desires.
6). Be able to develop positioning statements.
7). Know successful communication based marketing tactics.
8). Be able to develop an effective marketing plan.

COURSE PROGRESSION: The course begins on the date of student enrollment. You have 90 days to complete this course. Extensions are rarely granted, and then, only for extreme emergencies or active military duty. If you do not complete the course within the 90-day time frame receive an "incomplete/withdrawal" and would have to re-register and pay tuition again if they desire to complete it.

This is a self-paced course. You may proceed at the pace that is right for you. It is acceptable to accelerate in this course and complete it in less than 90 days.

As you progress through the course, always feel free to contact your instructor to discuss issues, questions, etc. related to the course. I am there to be a mentor to you as you proceed with learning.

INSTRUCTOR CONTACT: You may contact me via email at any time. You may also request to have a meeting in a chat room with your instructor. Please make such requests directly to me, who will then set the date and time for the chat room meeting. I will answer your emails within 48 hours of receipt.

EXAMS: There is only one examination for this certificate program. The examination may be taken upon successful completion of all of the assignments for Courses I, II, and III in this certificate program. Assignments are graded on a Pass/Fail basis. The final examination is open book, and you have five days to complete it. I will give you full instructions on accessing and taking the exam as you progress in the certificate program. The final examination covers the materials from all three courses in the certificate program. The final examination consists of objective type questions. The grade scale for the final examination is provided above.

ASSIGNMENTS: All of the assignments for this course are detailed in the classroom. Go back to the classroom page and click on "assignments."

ˆ Back To Top ˆ