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Textbook for class: Marketing 9e
Charles W.
Lamb Joseph F. Hair, Jr. Carl McDaniel ISBN:
03246887680 (Unbound with online access) Copyright:
2008 671 pp. |
Course
The strength and well-being of an organization is intimately
tied to its ability to recruit, satisfy, and even delight customers. While
customer-focus and market orientation are important and increasingly
practiced throughout organizations, the marketing function is most
especially responsible for ensuring customer satisfaction. The purpose of
this course is to introduce students to marketing concepts, ideas and
applications which are useful to organizations.
Goals
The
Department of Marketing has developed the following learning goals for
this course:
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Critical Thinking: (a)
Students will demonstrate will analyze the various steps that
consumers and organizations go through in the decision making
process, marketing segmentation and positioning strategies, and
pricing strategies and (b) students will demonstrate that they can
integrate all this information into a set of marketing strategies
for firms.
-
Ethics: (a) Students will
demonstrate that they are aware of the ethical and social
responsibility issues in marketing and (b) Students will demonstrate
that they will make marketing decisions using ethical, legal, and
socially responsible choices in a marketing context.
-
Business Functions: (a)
Students will demonstrate their proficiency in the fundamental facts
related to the marketing functions and practices for the marketing
mix (product, price, place, and promotion); marketing research,
e-commerce/Internet marketing. and (b) Students will demonstrate
that they can explain how marketing decisions are made using the
basic business functions in a marketing context.
-
Domestic & Global Environment:
Students will
demonstrate that they can make marketing decisions in today’s global
domestic and global marketing environment (e.g. legal, regulatory,
competitive, cultural and economic environmental factors) and (b)
Students will demonstrate that they can differentiate between each
of the marketing environmental factors and (c) Students will
demonstrate an understanding of why marketers must integrate
information on the uncontrollable factors into the decision making
process for a firm.
-
International: Students
will demonstrate an understanding of the impact of
internationalization on the marketing function in a firm and (b)
Students will explain the differences and similarities with basic
global concepts such as culture, cultural symbols, values, global
consumers, global brands, and their role in marketing decision
making with the firm.
Grading
Baseline Test..............1%
Exam #1....................29% Exam #2
...................30% Exam #3.(final)....... .30% Pricing
Assignment.....2% In-class group "experiential"
assignments......8%
Exams Exams consist of 50 -100 multiple choice questions. These
questions will cover material from class lectures AND the textbook. In an
introductory class, there is much material to be learned; accordingly, you
will be required to learn from me AND the textbook. I design exams to
include 30-60% of material from the textbook. Therefore, if you do not
read the book, it will be difficult to pass the class. You will not
automatically receive a C, will not receive extra credit assignments, and
your failing grade will not be changed at the end of the semester for any
reason except for a clerical error on my part.
Be aware that
whether I ask multiple choice questions or essay questions, that I choose
questions that are essentially of two types: (1) purely informational
questions and (2) diagnostic questions. The purely informational questions
require less thought, as they merely test your exposure to, and memory of,
the material. Diagnostic questions, however, often cause some degree of
discomfort for those who are not accustomed to them. Their purpose is to
determine whether you have learned the material adequately to be able to
recognize its applicability in a given situation. These questions ask you
to search your memory banks to determine what you have learned that is
useful and appropriate to apply to the situation with which you are faced.
There are no make-ups for missed in-class group
assignments. You can miss one in-class "experiential" group assignment
without any penalty. After that, one point will be subtracted from the 8
percentage points available for each assignment you miss. The
pricing assignment MUST be turned in and can be turned in the week after
it is due if you do not happen to be in class that day.
All assignments are graded as check-, check, double check
and check+. If you get at least a check for all assignments you turn in,
you will receive 6 out of 8 available points. If you get a double check on
any assignment, your grade can go up to 7/8 (as long as there are no check
minus grades and you haven't missed more than one assignment). Any
check + among your assignments gets you up to 8/8. If you get
multiple check+'s, you can actually earn more than 8/8 (it is the same as
getting extra credit points).
CLASS
SCHEDULE
Please note: BE PROACTIVE. It's
your job to keep up with the class and with any changes in class. I try to
make that easier by reflecting any changes to the class to my website as
soon as the change is made. Some exam dates and group assignments MAY
CHANGE. News articles may occasionally be added to assignments.
Please check this website regularly AND listen carefully for class
announcements. I will also try to inform the class via email of
changes, but the email address you have supplied to Beachboard must be
current for you to get these updates.
Week 1 -- July 16 *Orientation
and Introduction *Baseline Assessment Test *9AM: Thomson rep
visits to explain online access that comes with your textbook. *Receive Bzz Agents
article. Thursday's in-class assignment refers to this article so
you MUST read it before next class. If you happen to miss picking it
up in class, email
me
to get a copy.
Week 1 -- Lecture (except for slides from
text) |
Week 1 -- July 18 *Overview of
Marketing, *The Marketing Environment *Marketing Ethics *Video:
Undercover Marketing *In-class
Group assignment: creating your own Bzz campaign. Reading
Assignment: Chs. 1 and 3 |
Week 2 -- July 23 *Finish Overview of
Marketing *Consumer Behavior Reading
Assignment: Ch. 5
Consumer Behavior
Lecture (minus graphics from book and other graphics) |
Week 2 -- July
25
*Target Markets and
Segmentation
Segmentation Lecture
*In-class Group
assignment: Marketing Segmentation Application
Reading
Assignment: Ch. 7 |
Week 3 -- July 30 Exam
#1 |
Week 3 -- August
1 *Marketing Research
Research Lecture
Reading Assignment:
Ch. 8 *Assignment
to bring to class for today: Write a 1 page summary about a
dissatisfying purchase you have made. This assignment can be single
or double spaced, but must be one page only. You are bringing it to
serve as a basis of a qualitative "thematic" analysis that you will
do in class with a group. Your assignment will be turned in with the
group assignment. *In-class group assignment:
understanding customer (dis)satisfaction.
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Week 4--August 6
*Product
Planning and Product line strategies
*Branding and Packaging
*In-class group
branding exercise (time permitting)
Product Lecture #1
*New Product Development
Adoption and Diffusion
*Reading
Assignment: Ch9 |
Week 4--August 8
Product Life Cycle
Product Lecture #2
Reading Assingment: Ch. 10
*In-class Group
Assignment: Adoption and Diffusion of the iPhone (time
permitting) |
Week 5--August 13 *Exam
#2 |
Week 5-- August 15
*The Marketing Mix: Pricing *Pricing
Assignment:
We will be spending
a little time on it
in class for those of you
who feel you need it. *Pricing
Lecture to Download
*Reading
Assignment: Chs. 17-18
Video: The Persuaders
*Receive
persuasion article in class -- Read
for Wednesday |
Week 6 -- August
20
Integrated
Marketing Communications Reading Assignment: Ch. 14 Advertising, PR and a bit more about Sales Promo and
Personal Selling
*Reading Assignment
Chs. 15 and 16
In-class group
assignment: Apply Cialdini's persuasion
principles.
Promotions Lecture to Download |
Week 6 -- August 22 Exam #3 (final)--
Cumulative | |