MKMT-504: Marketing Management Report a Broken Link

Marketing Management presents the fundamentals of contemporary marketing and elaborates on the role marketing plays in various organizational settings. Through readings, cases, discussions, and assignments, you will examine the components of a marketing strategy and understand how that strategy links to the rest of the organization's business strategy.

Specifically, you will learn how to apply marketing concepts and theory to real marketing problems. Throughout the course, alternative, perhaps even contradictory, views may be presented for you to consider. While the general principles of marketing are well established, there are differences in the nuances and interpretation of the observed data. You will be challenged to consider all views and decide which are most applicable to a situation.

When you finish this course, you will be able to relate modern marketing concepts, theory, and strategies to a business situation. Each lesson will cover particular areas of marketing theory and, through the course assignments, you will apply these areas to your own work environment.

The course description can be found at the following website: http://business.athabascau.ca/graduate-program/marketing-management-mkmt-504/

Required Readings


Lesson 1


Please be sure to review the requirements for Assignment 1 and Assignment 2 in Section 0-4 of the MKMT-504 Study Guide.

[Originally published in 1960.]

Lesson 2


Lesson 3


Lesson 4


Lesson 5


Lesson 6


There are no readings this week.

Lesson 7


Lesson 8


Supplementary Readings


Lesson 1 Supp. Rdgs.


This reading complements Chapter 1 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 1 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 1 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 3 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 3 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 3 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 3 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 3 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 3 in A Framework for Marketing Management in Selected Texts for MKMT-504.

Lesson 2 Supp. Rdgs.


See Chapter 2 (pp. 51–64). You may wish to borrow this publication from your local university library.

This reading complements Chapter 6 in A Framework for Marketing Management in Selected Texts for MKMT-504.

Lesson 3 Supp. Rdgs.


See pages 124–26. This reading complements Chapter 7 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 7 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 7 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 7 in A Framework for Marketing Management in Selected Texts for MKMT-504.

See pages 161–168. This reading complements Chapter 7 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 4 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 7 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 7 in A Framework for Marketing Management in Selected Texts for MKMT-504.

Lesson 4 Supp. Rdgs.


This reading complements Chapter 8 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 8 in A Framework for Marketing Management in Selected Texts for MKMT-504.

See pages 184–185. This reading complements Chapter 8 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 8 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 8 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 8 in A Framework for Marketing Management in Selected Texts for MKMT-504.

Please use HTML version of the reading. This reading complements Chapter 8 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 8 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 8 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 8 in A Framework for Marketing Management in Selected Texts for MKMT-504.

Lesson 5 Supp. Rdgs.


See page 16. This reading complements Chapter 11 in A Framework for Marketing Management in Selected Texts for MKMT-504.

See Chapter 4 (pp. 74–102). You may wish to borrow this publication from your local university library.

This reading complements Chapter 11 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 11 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 11 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 11 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 11 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 11 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 11 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 11 in A Framework for Marketing Management in Selected Texts for MKMT-504.

Lesson 6 Supp. Rdgs.


This reading complements Chapter 13 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 13 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 13 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 13 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 13 in A Framework for Marketing Management in Selected Texts for MKMT-504.

Lesson 7 Supp. Rdgs.


This reading complements Chapter 12 in A Framework for Marketing Management in Selected Texts for MKMT-504.

You may wish to borrow this publication from your local university library.

This reading complements Chapter 12 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 15 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 15 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 15 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 15 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 15 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 15 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 15 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 15 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 15 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 15 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 15 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 15 in A Framework for Marketing Management in Selected Texts for MKMT-504.

See section titled "Major Account Management" (pp. 3-26 to 334). This reading complements Chapter 15 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 15 in A Framework for Marketing Management in Selected Texts for MKMT-504.

This reading complements Chapter 15 in A Framework for Marketing Management in Selected Texts for MKMT-504. You may wish to borrow this publication from your local library.

Lesson 8 Supp. Rdgs.


There are no supplemental readings for this lesson.