Marketing Management

I.     Course Prefix/Number: MKT 248

       Course Name: Marketing Management

       Credits: 3 (3 lecture; 0 lab)

II.    Prerequisite

MKT 131 recommended. Hands-on experience using word processing, the Internet, and e-mail recommended.

III.   Course (Catalog) Description

Course involves case study and problem solving approach to making marketing decisions.  Content focuses on all elements in the development of marketing strategy; marketing development; product planning; marketing channels; pricing, advertising, and promotion.

IV.   Learning Objectives

Through the study of cases and readings of current marketing literature, the students will be exposed to a wide variety of realistic problems and situations.  Students will be able to:

  1. Perform problem solving techniques as a team and as an individual
  2. Assess evaluations of alternative solutions
  3. Prepare and assess information and financial data
  4. Analyze and develop marketing strategies
  5. Demonstrate various communication models in presenting ideas and critical thinking
  6. Integrate library and online research
  7. Evaluate current marketing strategies of successful companies

Emphasis will be placed on developing and analyzing marketing plans.  The exposure to marketing problems and current situations will enable students to be more acutely aware of the decision making process and responsibilities of the marketing manager in any organization

V.    Academic Integrity and Student Conduct

Students and employees at Oakton Community College are required to demonstrate academic integrity and follow Oakton's Code of Academic Conduct. This code prohibits:

• cheating,
• plagiarism (turning in work not written by you, or lacking proper citation),
• falsification and fabrication (lying or distorting the truth),
• helping others to cheat,
• unauthorized changes on official documents,
• pretending to be someone else or having someone else pretend to be you,
• making or accepting bribes, special favors, or threats, and
• any other behavior that violates academic integrity.

There are serious consequences to violations of the academic integrity policy. Oakton's policies and procedures provide students a fair hearing if a complaint is made against you. If you are found to have violated the policy, the minimum penalty is failure on the assignment and, a disciplinary record will be established and kept on file in the office of the Vice President for Student Affairs for a period of 3 years.

Please review the Code of Academic Conduct and the Code of Student Conduct, both located online at

VI.   Sequence of Topics

  1. Why Marketing Management is Important
  2. Customer Behavior and Decision Making
  3. Segmentation: What are Market Segments
  4. Targeting: What is Targeting and Choosing a Segment to Target
  5. Positioning: What is Positioning and Why it is Important
  6. Products: Goods and Services
  7. Brands: What is a Brand and What are Brand Strategies
  8. New Products: Products and the Product Life Cycle
  9. Pricing: Why Pricing is so Important
  10. Channels of Distribution and Logistics
  11. Advertising Messages and Marketing Communication
  12. Integrated Marketing Communications and Media Choices
  13. Social Media
  14. Customer Satisfaction and Customer Relationships CRM)
  15. Marketing Research Tools and Techniques
  16. Marketing Strategy and Marketing Goals
  17. Marketing Plans

VII.  Methods of Instruction

Lecture will be limited.  Most class time will be spent in small group discussion of cases and presentations by individual students or teams.
Course may be taught as face-to-face, hybrid or online course.

VIII. Course Practices Required

  1. Reading of text and outside sources and top selling business books.
  2. Case studies
  3. oral presentations
  4. library research project
  5. critical thinking
  6. team work
  7. internet research
  8. writing of a market plan and analysis of case studies.
  9. computer simulation

IX.   Instructional Materials

Note: Current textbook information for each course and section is available on Oakton's Schedule of Classes.

Cases in Marketing Management by Bernhardt and Kinnear.

X.    Methods of Evaluating Student Progress

2-3 pages review of assigned case  
(4 required) 50 pts each
Team evaluation by peers 100
Team presentation of a case 100
Book Journal 100
Final Presentation 200
Class Participation 100

Students need to bring current business articles or examples to class and lead a class discussion on Marketing Management decisions. Articles may be found in Business Week, Fortune, Brandweek and Sales and Marketing Management. Information about what your company is doing can also count as an example for class participation. Students must bring the article to distribute to the class.

XI.   Other Course Information

Use of Computers and Information Technology:
When you apply at Oakton as a credit student, you are automatically assigned a computer network account and email address.  While you are registered for classes and any financial obligations to the College are fulfilled, you may use this account to log into workstations in any of the open or classroom computer labs.  Your account gives you access to the wide variety of application programs available on Oakton's Network and on-campus access to the Internet. 

Rules for computer use are posted in computer labs as well as available in writing in each of the labs. Lab assistants and tutors are available to assist you in the lab regarding software and hardware questions.

Users of the College’s information technology facilities and resources, including hardware, software, networks, and computer accounts, are expected to use computer resources responsibly and appropriately, respecting the rights of other information technology users and respecting all contractual and license agreements.

Under no circumstances is any of the software used at Oakton to be copied. Copying software is in violation of Federal law and College policies. Suspected violations will be vigorously investigated and, if warranted, appropriate penalties applied. Specifically, you do not have the right (1) to make copies of software for yourself or others, (2) to receive and use unauthorized copies of software, or (3) copy all or parts of a program written by someone else.

College Policy on the Observance of Religious Holidays:
Oakton Community College recognizes the broad diversity of religious beliefs of its constituencies. The College has embraced a practice of shared responsibility in the event a religious observance interferes with class work or assignments. Students who inform instructors well in advance of an intended absence for a major religious observance will not be penalized. The instructor will make reasonable accommodations for students, which may include providing a make up test, altering assignment dates, permitting a student to attend another section of the same course for a class period or similar remedies. Instructors are not responsible for teaching material again.

If you have a documented learning, psychological, or physical disability you may be entitled to reasonable academic accommodations or services. To request accommodations or services, contact the Access and Disability Resource Center at the Des Plaines or Skokie campus. All students are expected to fulfill essential course requirements. The College will not waive any essential skill or requirement of a course or degree program.

Oakton Community College is committed to maintaining a campus environment emphasizing the dignity and worth of all members of the community, and complies with all federal and state Title IX requirements.

Resources and support for
  • pregnancy-related and parenting accommodations; and
  • victims of sexual misconduct
can be found at

Resources and support for LGBTQ+ students can be found at

Electronic video and/or audio recording is not permitted during class unless the student obtains written permission from the instructor. In cases where recordings are allowed, such content is restricted to personal use only. Any distribution of such recordings is strictly prohibited. Personal use is defined as use by an individual student for the purpose of studying or completing course assignments.

For students who have been approved for audio and/or video recording of lectures and other classroom activities as a reasonable accommodation by Oakton’s Access Disabilities Resource Center (ADRC), applicable federal law requires instructors to permit those recordings. Such recordings are also limited to personal use. Any distribution of such recordings is strictly prohibited.

Violation of this policy will result in disciplinary action through the Code of Student Conduct.