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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Marketing Management

This is the conductor’s podium. This capstone course integrates all marketing disciplines into a cohesive strategic vision. Students will learn to analyze market opportunities, define Segmenting, Targeting, and Positioning (STP) strategies, and manage the marketing portfolio to ensure long-term profitability. It prepares students for leadership roles where they must align marketing spend with corporate financial goals.

§ 01 By the end you can
  1. Formulate competitive marketing strategies using SWOT and PESTEL analysis
  2. Master the STP Process: Segmentation, Targeting, and Positioning
  3. Manage the Product Life Cycle (PLC) and New Product Development (NPD)
  4. Align Marketing Metrics (CAC, LTV) with Financial Objectives
  5. Lead cross-functional teams to execute the Marketing Plan
§ 02 Sixteen sessions

The whole semester.

  1. 01The Role of Marketing in the 21st Century
  2. 02Strategic Planning: Mission, Vision, & Goals
  3. 03Marketing Intelligence & Research
  4. 04Analyzing the Macro Environment (PESTEL)
  5. 05Consumer vs. Business Markets
  6. 06Segmentation & Targeting Strategy
  7. 07Differentiation & Positioning Strategy
  8. 08 · MidtermMidterm Examination
  9. 09Pricing Strategies: Value-Based vs. Cost-Plus
  10. 10Distribution Channels: Value Networks
  11. 11Integrated Marketing Communications (IMC) Strategy
  12. 12Digital Transformation in Marketing
  13. 13Marketing Metrics & Financial Analysis
  14. 14Global Marketing Management
  15. 15Marketing Ethics & Social Responsibility
  16. 16Final Project: The Comprehensive Marketing Plan

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Comprehensive Marketing Plan

How it’s judged

Recommended reading
  1. Marketing Management by Philip Kotler and Kevin Lane Keller
  2. Marketing Strategy by O.C. Ferrell and Michael Hartline
  3. Blue Ocean Strategy by W. Chan Kim
  4. Positioning: The Battle for Your Mind by Al Ries and Jack Trout
  5. This Is Marketing by Seth Godin
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