MKT-500 is a study of the activity by which organizations discover consumer and other organizations' needs and wants, and then provide satisfaction through a mutually beneficial relationship. Students explore selecting a target market, conducting marketing research, and designing product, price, promotional, and distribution strategies through developing a marketing plan — using frameworks like SWOT analysis, the 4Ps of marketing, and customer segmentation, with emphasis on strategic planning, competitive analysis, and integrated marketing communication plans. It is a required foundational course for several of SNHU's graduate marketing certificate and degree programs.
Marketing as a mutually beneficial relationship
The course frames marketing at its foundation as discovering genuine consumer and organizational needs and satisfying them through a relationship that benefits both parties — not simply as promotion or selling.
Building a full marketing plan with established frameworks
MKT-500 has students design product, price, promotional, and distribution strategies through developing an actual marketing plan, applying frameworks like SWOT analysis, the 4Ps, and customer segmentation to ground the plan in disciplined strategic analysis.
Key topics in MKT500
- Discovering and satisfying consumer/organizational needs
- Selecting and defining a target market
- Conducting marketing research for strategy
- SWOT analysis and the 4Ps framework
- Customer segmentation in strategic planning
- Developing an integrated marketing communication plan
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Worked example: mutually beneficial relationship framing
- Narrow view: Marketing as simply promoting a product to drive sales
- MKT-500's framing: Marketing as discovering genuine needs and building a relationship that satisfies both the customer and the organization
- Lesson: MKT-500 teaches that starting from this relationship-based definition shapes every subsequent strategic decision in the marketing plan, from target market selection through distribution strategy
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Frequently asked questions
MKT-500 covers the core building blocks that essentially every advanced graduate marketing course assumes — target market selection, the marketing mix (the 4Ps), SWOT and competitive analysis, and how these come together in a coherent marketing plan — meaning students across different graduate marketing certificates and degrees need this shared foundation before specializing further. Its role as a required foundational course reflects that these fundamentals apply regardless of which specific graduate marketing path a student pursues afterward.
Framing marketing around discovering genuine consumer or organizational needs and then satisfying them establishes that sound marketing strategy must actually serve the customer's real interest, not just persuade them to buy — a relationship that only benefits the seller isn't sustainable, since customers who don't feel genuinely served won't return. MKT-500 grounds the entire course in this relationship-based definition because every subsequent strategic decision — target market selection, product design, pricing — should be evaluated against whether it genuinely serves this mutual benefit, not just short-term sales.