Course

Course Summary
Credit Type:
Course
ACE ID:
YRUP-0027
Organization's ID:
MKT 201
Organization:
Location:
Classroom-based
Length:
7 weeks (37 hours)
Dates Offered:
Credit Recommendation & Competencies
Level Credits (SH) Subject
Lower-Division Baccalaureate 2 Strategic Marketing
Description

Objective:

The course objective is to construct a business strategy for a B2B and B2C company, and evaluate the effectiveness of real world business strategies; create a marketing strategy for a B2B and B2C company, and evaluate the effectiveness of real world marketing and brand strategies; develop recommendations for marketing strategy based on analyzed data; use marketing analytics tool to segment and target customers; conduct and manage marketing experiments in a controlled way; present data visually to make it understandable for a given audience; produce effective reports summarizing marketing data for decision makers; and be able to manage a digital marketing project from start to finish using standard PM tools and techniques.

Learning Outcomes:

  • Use examples from current events and real-world marketing situations to evaluate, develop, apply, illustrate, and discuss different marketing strategies
  • Perform campaign tracking and analysis for advertising campaigns
  • Create a report on a marketing strategy or campaign's effectiveness
  • Understand the importance in business practice of being marketing oriented
  • Understand the tools and techniques used to segment and target customers

General Topics:

  • Digital project management
  • Introduction to business strategy
  • Introduction to marketing and brand strategy
  • Introduction to marketing analytics
  • Marketing segmentation, targeting, tracking, and testing
  • Presenting and communicating marketing data and information
  • Project management
Instruction & Assessment

Instructional Strategies:

  • Audio Visual Materials
  • Case Studies
  • Classroom Exercise
  • Computer Based Training
  • Discussion
  • Laboratory
  • Learner Presentations
  • Lectures
  • Practical Exercises

Methods of Assessment:

  • Case Studies
  • Examinations
  • Performance Rubrics (Checklists)
  • Presentations
  • Quizzes
  • Written Papers

Minimum Passing Score:

70%
Supplemental Materials