2021-2022 Pierce College Catalog 
    
    May 25, 2022  
2021-2022 Pierce College Catalog [ARCHIVED CATALOG]

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MNGT 420 Marketing for Managers (5 credits)



Prerequisite At least a junior standing in a baccalaureate program, ECON& 201 , ECON& 202 , and ACCT& 202  with at least a 2.0 grade in each of these classes, college-level math.

Course Description
This course prepares marketers to have the skills and knowledge to create marketing plans and deploy marketing communication strategies to effectively communicate, create, and capture value for their organization. It uses systems theory and analytical tools to capture patterns, understand relationships among market variables, and ensure customer-centric performance. A special section on social media explores ethics in modern-day marketing. Students will use a simulation software to explore dynamism of domestic and global markets as well as to examine complexities of capturing value within and across markets.

Student Outcomes
1. Apply systems theory in describing the dynamic nature of a marketing phenomenon.
2. Analyze legal and ethical considerations and expectations in the marketplace with special considerations of manifestations in social media platforms.
3. Apply various analytical tools to assess marketing variables that inform marketing decisions.
4. Evaluate marketing concepts in the context of changing environmental conditions, consumer preferences, market opportunities, and changing demographics.
5. Compute various marketing costs and returns on investment, lifetime customer value, and other marketing metrics and evaluate viability of marketing proposals.
6. Create a marketing plan that communicates, captures, and creates value for a target market.
7. Evaluate successful and failed marketing plans and analyze contributing factors.



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