Strategic Marketing Management

Marketing professionals wanting to update their experience with contemporary issues in marketing, or business generalists looking to focus on marketing and revenue generating strategies will benefit from the Strategic Marketing Management certificate. The certificate provides coverage of various aspects of strategic marketing in today’s business world and introduces theoretical and practical applications for current and future marketing professionals.

At Plymouth State, you can take up to 12 credits before being admitted—so, you don’t need to apply in order to complete the Strategic Marketing Management certificate, however there are minimum requirements that must be met in order for your certificate to be awarded. No admissions tests are required.

    • Required Courses – 6 credits
    • 3
      A basic understanding of legal problems is expanded, analytical ability is developed, and an awareness of the presence of legal problems that surround the businessperson is explored. Freedom of choice, taxation, stockholder status, acquisitions and divisions, antitrust, employment, administrative law, and bankruptcy are covered as time allows. Prerequisite: Common Professional Component (CPC) competency in Legal Environment.
    • 3
      The objective of this course is to help students develop a broad understanding of marketing techniques, strategies and tactics employed by the marketing manager. This course will cover the use of the 'marketing mix' elements as they pertain to the planning and implementation of the marketing plan. Prerequisites: Common Professional Component (CPC) competencies in Management and Marketing.

Plus choose two courses from the following:

  • 3
    Post W.W.II, the trend toward freer trade and accelerating technological change, has been altering the world's economic landscape via the process of globalization. The recent drift toward regionalism (e.g., unifying European and North American markets), the collapse and subsequent restructuring of many of the world's national economies such as in the Soviet and Eastern European economies, have served as massive economic experiments. Global recession and recovery have been studies to glean what has worked and what has failed in each of these examples yielding critical information for future marketing strategies. This course is designed to introduce some of the key issues of these international events that can be incorporated into multinational marketing. This class will focus on issues involved in marketing products and services across national boundaries. Culture, economic arrangements, technical standards, currency movements, language, religion, ideology, politics, distance and conflicting interpretations of national and global interests combine to complicate the administration of marketing's familiar 4-Ps cross-nationally. This course uses a combination of lectures, global marketing cases, discussion, and mini projects to examine specific issues currently involved in multinational marketing strategies. Prerequisite: BU 5700.
  • 3
    A study of "decisional research" in business and its importance to management. As an integral part of learning the marketing research process, graduate students will be involved in actual, in-the-field marketing research process, from problem identification through final presentation of findings and recommendations.
  • 3
    This course lays out a broad rethinking of customer relationship management. The focus is on the mindset and skill set required to earn and grow relationships with customers and build customer-centric organizations. Examined are changes in attitudes, values, and behaviors of customers who expect their voices to be heard. Marketers are learning to listen and to design customer experiences that deliver high levels of both customer value and company value. Value is measured in terms of repeat business, customer loyalty, return on investment in marketing, and hard-to-duplicate competitive advantage. Prerequisite: BU 5700.
  • 3
    Designed to explore the contemporary issues and challenges impacting the future of marketing management. Developments in technology, communications, demographics, consumerism, packaging, marketing information systems and non-product marketing, are some of the variables to be examined in terms of their current and future influence on the functions of the marketing manager.
  • 3
    This course combines the theoretical knowledge and applied skills needed for effective organizational public relations. Emphasis is on communication strategies for both profit and non-profit organizations. Additional emphasis is placed on writing skills, understanding media channels, and developing a major media project for your organization by utilizing the public relations theory and practices studied in this course. Specific topics include an understanding of models of communication; corporate communication decision making; methods of persuasion; targeting publics; communication channels; effective writing; mass media; and business-media relations. Specific objectives include emphasizing the importance of effective writing skills in public relations; understanding the function of public relations in organizations; public relations practices; and providing students with an opportunity to develop public relations strategies and produce supporting promotional materials for their own organization.
  • Total for Strategic Marketing Management Certificate – 12 credits

Did you know that you can apply your Strategic Marketing Management certificate credits toward your MBA?

By completing an additional six MBA courses, you can roll your Strategic Marketing Management courses into a full 30-credit MBA. No admissions tests are required and financial aid is available for qualified students.

  • Additional MBA Core Courses – 18 credits
  • 3
    A review of theory and research findings in the field of organizational behavior, with emphasis on applications by practicing managers. Topics to be covered include perception, motivation, leadership, communication, group dynamics, conflict management and organization theory. Pedagogical techniques include case analysis, presentations, role plays and other experiential activities. Prerequisite: Common Professional Component (CPC) competencies in Business Ethics, Business Policies, and Legal Environment.
  • 3
    A complete corporate financial management course. Content covers the classic areas of valuation, capital structure and budgeting as well as more specialized financial topics. Online version incorporates online course materials and exercises. Prerequisite: BU 5190 and Common Professional Component (CPC) competency in Business Finance.
  • 3
    Budgetary accounting and cost accounting including profit planning and control systems, budget process, cost systems, and their managerial applications. Prerequisite: Common Professional Component (CPC) competency in Accounting.
  • 3
    Today's business climate demands managers who can make decisions involving the best use of an organization's scarce resources under conditions that change rapidly. This course demonstrates the power of problem-solving insights and uses a cross-functional approach. Topics to be covered include strategic pricing using game theory, forecasting techniques and demand estimation, cost analysis, linear programming and optimization under various market structures. Prerequisites: Common Professional Component (CPC) competencies in Economics and Quantitative/Statistics.
  • 3
    Examination of the nature and structure of decision-making in the midst of uncertainty. Formal techniques for measurement of risks and rewards are applied to case studies based chiefly on production systems. Concludes with a survey of current techniques for operations analysis, planning and control. Prerequisites: Common Professional Component (CPC) competencies in Management and Quantitative/Statistics.
  • 3
    From a decision-makers point of view, students will participate in a seminar involving middle and upper-level managerial responsibilities, as well as discussions concerning 'state-of-the-art' methodologies appropriate to all levels of management. Case studies and group projects will be combined with informal lectures and discussions involving such areas as strategic planning, action planning techniques, policy-making, managerial ethics, decision-making methods, control systems and the integration of all resources for optimum performance. Prerequisites: BU 5190, BU 5120, BU 5210 and Common Professional Component (CPC) competency in Economics.
  • Total for MBA in General Management with a certificate in Strategic Marketing Management – 30 credits minimum

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