Marketing Strategy –

mkt575

(3 credits)

This course prepares students to evaluate marketing and strategic choices of an organization. Students will analyze a series of case studies to recommend changes needed to achieve organizational marketing goals and strategy. Other topics include generic strategies, strategic analysis, competitive advantage, consumer behavior, and branding.

This graduate-level course is 6 weeks. To enroll, speak with an Enrollment Advisor.

Topics and Objectives

Macro-Environment, Market, and Competitors
- Identify the alignment of the current marketing plan with business vision, mission, goals, and corporate strategies.
- Analyze the business macro-environment.
- Analyze the industry, market, and competitors.
Buyers, Target Markets, and Strategic Positions
- Analyze buyer behavior.
- Evaluate current targeting and positioning strategies.
- Recommend necessary changes to targeting and positioning strategies.
Marketing Strategies 1
- Recommend innovation and new product strategies.
- Recommend strategies to manage customer relationships and strategic alliances.
- Propose changes to the branding strategies.
Marketing Strategies 2
- Recommend distribution and channel strategies.
- Propose pricing strategies.
- Recommend promotion, advertising, and sales strategies.
Marketing Plan Implementation and Control
- Determine measurable success metrics for a marketing plan.
- Develop implementation strategies for a marketing plan.
- Create strategies to monitor the effectiveness of a marketing plan.
- Create a contingency plan for future changes.
Marketing Plan Approval
- Present a strategic marketing plan.

The University of Phoenix reserves the right to modify courses.
While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with a University Enrollment Advisor.
Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.

Marketing Strategy –

mkt575

Macro-Environment, Market, and Competitors

Buyers, Target Markets, and Strategic Positions

Marketing Strategies 1

Marketing Strategies 2

Marketing Plan Implementation and Control

Marketing Plan Approval

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