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

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

«LEARNING OUTCOMES«
(ELMIRA COLLEGE COURSE BULLETIN)

The student will be able . . .

þ To integrate and put into practice the concepts covered in the business core courses within the marketing
concentration.

þ To teach how to apply current business and marketing knowledge to develop, analyze, and communicate
marketing strategies and decisions.

þ To comprehend theories and applications of marketing planning, including the systematic development of
marketing plans.

þ To know how the collection, analysis, and interpretation of information are accomplished to i.) Assess market
opportunities and competitive threats; ii.) Develop marketing objectives, strategies, and programs; iii.) Analyze
market, sales, and profit potential; iv.) Develop appropriate standards and methods of evaluation and control.

þ To recognize the key elements of a marketing plan, and review, illustrate, and put into practice each of the key
steps in developing such plans.

þ To understand the benefits as well as the pitfalls of highly formalized marketing plans.

þ To present a process for analyzing and developing a case analysis and marketing plan that enables openness and
creativity, while retaining the degree of structure needed to reconcile marketing strategies with performance
objectives.

þ To recognize the need for commitment (persistence) and adaptation (continuous improvement) in the marketing
planning process.

þ To understand market performance measurements (particularly in-process measurements) for tracking the
successful implementation of a marketing strategy.

þ To discuss the importance of implementation and adaptive marketing strategy and planning.

þ To present and discuss the success criteria that contributes to the successful implementation a marketing strategy
and plan.

þ To develop better decision-making skills as well as stronger oral and written communication skills.

þ To learn through a group project how interpersonal skills, collaboration, teamwork, and quality determine an
individual’s business success.

AMW v WINTER TERM II 2025
v Page 5 of 92 v 01.07.2025