Mar 29, 2024  
2018 - 2019 Catalog 
    
2018 - 2019 Catalog [ARCHIVED CATALOG]

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MGT 254 - Applied Marketing

Credits: 3
Introduces strategic marketing decisions using cases and real life experiences. Introduces the conception, development and implementation of a marketing activity, that will be conducted by the students, with an actual budget. Uses practical experience in preparing and giving several types of presentations to live audiences.

Prerequisite(s): ENG 111  or OAT 151  and MGT 243 , each with a minimum grade of "C", and MGT 143 .
Corequisite(s): None
Lecture Hours: 45 Lab Hours: 0
Meets MTA Requirement: None
Pass/NoCredit: Yes

Outcomes and Objectives
  1. Demonstrate an understanding of actual business situations permitting further familiarization with marketing principles and methods as they are employed in various industries.
    1. Discuss the basic nature and scope of marketing
    2. Describe the various types of business settings, such as retail stores, specialty shops, and catalog houses
    3. Describe the various types of wholesale settings that will interact with the marketing process, such as a buying office, consulting firm, mills, and trade associations
  2. Demonstrate an understanding of the roles of promotion and the global nature of promotion.
    1. Explain reasons for the transition to a global perspective
    2. Discuss the concept of thinking globally, acting locally
    3. Discuss future trends for global marketing
  3. Demonstrate an understanding of the promotion mix.
    1. Define advertising
    2. Define direct marketing
    3. Define sale promotion
    4. Define publicity and public relations
    5. Define personal selling
    6. Define special events
    7. Define fashion shows
    8. Define visual merchandising
  4. Demonstrate an understanding of the promotional structure.
    1. Describe the fundamental tasks of promotional personnel
    2. Discuss characteristics of successful promotional personnel
    3. Describe how retailers are organized
    4. Describe how manufacturers are organized
    5. Discuss how in-house promotions are organized
    6. Discuss how advertising agencies are organized
    7. Identify future trends in promotional organization
  5. Demonstrate an understanding of promotion planning.
    1. Describe the planning time frame
    2. Identify the personnel responsible for promotion planning
    3. Discuss strategic analysis
    4. Discuss mission statements
    5. Discuss promotion objectives
    6. Apply promotional objectives
  6. Demonstrate an understanding of promotional calendars.
    1. Describe a trade calendar and it's use
    2. Describe a retail calendar and it’s use
    3. Identify promotional mix calendars
    4. Identify future trends in promotion planning
  7. Demonstrate an understanding of budget.
    1. Discuss various methods of budget allocation
    2. Demonstrate allocating a promotional budget
    3. Demonstrate allocating a manufacturing promotional budget
    4. Describe allocating advertising agency compensation
    5. Describe ways to extend the budget through cooperative activities
    6. Identify future trends in budgeting
  8. Demonstrate an understanding of the promotional aspects of forecasting.
    1. Explain forecasting
    2. Identify forecasting personnel
    3. Discuss the relationship of forecasting to promotional activities
    4. Define primary market forecasts
    5. Define secondary market forecasts
    6. Define tertiary market forecasts
    7. Discuss theme development
    8. Identify trends for forecasting and promotion
  9. Demonstrate an understanding of the role of special events in promotion
    1. Identify the goals of special events
    2. Describe the types of special events
    3. Discuss institutional events
    4. Discuss merchandise events
    5. Conduct a feasibility study
    6. Identify the personnel involved in special events
    7. Discuss the size and scale of events
    8. Discuss financial considerations related to special events



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