Note: please do not purchase older versions of either book.

1. Ferrell, O. C., & Hartline, M. D. (2017). Marketing strategy: Text and cases. (7^th ed.). Boston, MA: Cengage Learning.

You can purchase this book (either the digital or the digital plus print bundle, whichever you prefer) by visiting the following link: https://www.cengage.com/c/mindtap-marketing-strategy-7e-ferrell.

The digital access to the book is provided through Cengage’s MindTap (the publisher’s interactive site). If you are asked to register for a course in order to gain access, the link that will take you to the MindTap registration for this course is: https://www.cengage.com/dashboard/#/course-confirmation/MTPPS1CP73D5/initial-course-confirmation. Our course itself, however, is administered through the FSC portal, not MindTap, so don’t look for any assignments or course information on MindTap.

2. Scott, D. M. (2017). The new rules of marketing & PR. (6^th ed.). Hoboken, NJ: John Wiley & Sons.

You can purchase this book from Amazon by visiting the following link: https://smile.amazon.com/gp/product/1119362415/ref=oh_aui_detailpage_o00_s00?ie=UTF8&psc=1

This course provides an overview of issues involving marketing strategy. The course covers essential topics including but not limited to strategic planning, secondary market research and analysis, competitive advantage, consumer behavior, market segmentation, building brand equity, and digital marketing. Since each student in this course enters with different levels of marketing education and experience, the course assumes very little prior knowledge. The course is structured so that both those with and without prior marketing knowledge and experience will learn and benefit from course content and work. The course involves regular readings on various aspects of marketing strategy and viewing of narrated PowerPoint lectures, discussion boards, assignments, and one major team consulting project (a “living” case analysis developing marketing strategy for the Barney Barnett School of Business and Free Enterprise). The format of the course is online, with two synchronous meetings related to the consulting project required (I will do everything I can to schedule these synchronous Zoom meetings with each consulting team with your schedule in mind…i.e., on a weekend, evening, etc.).

We educate and inspire leaders to have a positive, consequential impact, by fostering an entrepreneurial mindset in teaching business disciplines through highly engaged, experiential practices.

Upon successful completion of the course, the student will be able to:

• elaborate on how marketing has changed throughout the years
• discuss and apply important concepts involved in marketing strategy, to include
  • organizational mission
  • brand equity
  • competitive advantage
  • strategic focus
  • consumer behavior
  • secondary marketing research
  • market segmentation
  • promotion
  • marketing plans
• analyze and provide solutions to marketing strategy opportunities and threats using conceptual, analytical, and decision-making skills
• use, in consulting (living case) application, concepts and tools commonly applied by successful marketers