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WINTER TERM 2025 • MARKETING PLANNING • FSH MKT 4000 • 25 CLASS SECTION

Alison M. Wolfe MBA, MS, PhD, Associate Professor

«COURSE DESCRIPTION PART I«
(ELMIRA COLLEGE COURSE BULLETIN)

This capstone course includes substantial experiential learning involving both decision-making skills and

oral/written communication skills. Overall, the course provides an overview and resolution of issues encountered in
i.) Developing, implementing, and managing a marketing plan and ii.) Applying your current knowledge and

abilities when analyzing, developing, and communicating marketing strategies and decisions in your professional
career.
The Marketing Planning course is the continuation of the study of the principles of marketing and further

application of these principles. This course assumes that you possess an understanding of the basic marketing
principles and the ability to conduct straightforward marketing-related and financial analyses. The Marketing

Planning course utilizes a strategic perspective to examine the nature and scope of the market analysis outcomes,
which are an integral part of the overall of the marketing mix. The course emphasis is placed on problem solving by

use of case analyses and the preparation of the actual marketing plan for “actual” business. Course implementation
will involve detailed analysis of product development and management activities, including marketing research. The

focus of the students’ activities will be on marketing mix:
1. Promotional activities (e.g., advertising, personal selling, direct mail, public relations, sales, and trade

promotions).
2. Distribution or “place” activities (e.g., wholesaling, retailing);

3. Pricing activities (e.g., new product pricing, penetration pricing strategies, skimming pricing strategies);
4. Product development and management.

AMW v WINTER TERM II 2025
v Page 4 of 92 v 01.07.2025