BBA 304: Marketing Management

Overview

Throughout this course, you will be creating a comprehensive marketing plan for a fictional company, TEC. The marketing plan is focused on the last two P’s in the marketing process, placement and promotion.

Learning Outcomes

Upon successful completion of this course, students will be able to:

• Write a mission and vision statement, and a company overview for a marketing plan.
• Conduct a SWOT analysis to determine competitive advantage.
• Conduct a market and market growth analysis.
• Create a cash flow and income statement.
• Develop a promotional and placement strategy.
• Conduct a growth and share analysis.
• Conduct a target market analysis.
• Develop a detailed description of a marketing organization.
• Conduct a break-even analysis.
• Develop a three-year forecast for sales and expenses.
• Create a promotional budget
• Develop a marketing plan implementation strategy
• Create an evaluation process for a marketing plan.
• Conduct a change evaluation analysis, and develop a contingency plan and exit strategy.
• Write a comprehensive marketing plan.

Required Texts
BBA 304 texts are available from the JIU/MBS bookstore