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.
Course Content
A. Systems Theory B. Ethics and Law C. Economics D. Accounting Concepts E. Marketing Tools F. Marketing Concepts G. Marketing Metrics H. Marketing Communication Strategies I. Marketing Plan
Student Outcomes
1. Evaluate marketing strategies using key performance metrics, including return on investment (ROI), customer lifetime value, and other data-driven indicators.
2. Design an integrated marketing plan that creates, captures, and communicates value to a clearly defined target market.
3. Analyze how environmental factors—including technology, consumer behavior, demographics, and global trends—influence marketing decisions.
4. Apply ethical reasoning and legal frameworks to assess marketing practices, with specific attention to digital platforms, social media, and consumer trust
Degree Outcomes
Program Outcomes:
Creativity and Innovation: Maintain an open, adaptive, and innovative mindset to analyze and evaluate ideas, learn from mistakes, and continuously create value.
Collaboration and Teamwork: Work responsibly, respectfully, and inclusively within and across diverse groups and teams to achieve common goals.
Critical, Creative, and Reflective Thinking: Graduates will evaluate, analyze, synthesize, and generate ideas; construct informed, meaningful, and justifiable conclusions; and process feelings, beliefs, biases, strengths, and weaknesses as they relate to their thinking, decisions, and creations.
Information Competency: Graduates will be able to seek, find, evaluate and use information and employ information technology to engage in lifelong learning.
Lecture Contact Hours 50
Lab Contact Hours 0
Clinical Contact Hours 0
Total Contact Hours 50
Potential Methods
The below instructional methods may be online or in-person: A. Class Discussions B. Exams and Quizzes C. Case Study D. Journal E. Peer Evaluation F. Inquiry/Project-Based Learning (Individual or Team-Based) G. Analytical Reports H. Presentations I. Simulations J. Business Research K. Concept Maps L. Games
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