|
Textbook:
Pride and
Ferrell, Marketing 2000E, 11th Edition.
 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
1. Professional Preparedness.
This
course is the only Marketing course that most of you will take.
Accordingly, the vocabulary, concept and practices of marketing are
covered in breadth.
2. Crossfunctional Understanding. In the overview of the class and through-out the
course, the role of marketing in the organization, likely tensions between marketing and
other departments, and knowledge from other functional areas that enhances marketing
analysis and practice are highlighted. The connection of marketing to learning from
general education courses -- especially social sciences courses -- is highlighted as well.
3.
Lifelong Learning.
Marketing is not static. While some ideas and concepts (the 4 Ps,
segmentation and the promotional mix for instance) are relatively timeless, their
application and practice changes along with environmental forces. Moreover, new
concepts are continually being developed and applied by managers and scholars.
Students are encouraged to visit the sources (below), browse my Favorites,
and to read Business Week, and the Wall Street Journal.
4. The
Environment of Business.
The viability of marketing strategies is intimately affected by the social,
cultural, demographic, technological and regulatory environment in which
organizations operate. The changing environment is a strong reason for
students to begin to read and pay attention to business publications and
news.
5.
Ethical Understanding.
Knowledge of the code of ethics developed and followed by marketing
practitioners is particularly important to business students.
Marketing (particularly sales) is commonly and probably unfairly, thought of
as one of the least ethical of fields. Ethical practices are
particularly important in an era of "relationship marketing."
Grading
Exam #1 Each exam is worth 19%.
Exam #2
Exam #3
Exam #4
Exam #5 (Final, comprehensive, 19%)
Pricing Assignment, 5%
Exams
Exams consist of 50 multiple
choice questions (except for the final which will have 100 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 30-40% of material from the textbook. Therefore, if
you do not read the book, it will be difficult to pass the class. Please be advised that
20 students out of 110 received D's or F's two semesters ago in this 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.
 TOP
|
CLASS
SCHEDULE
Please note: Some exam dates MAY CHANGE. Please listen carefully for class announcements.
Week 1 -- Jan 28
Orientation and Introduction
Overview of Marketing, Marketing and Society, Ch. 1
Week 2 -- Feb 4
Continuation of Marketing and Society, Ch. 3
Careers in Marketing, Appendix A
Marketing Ethics, Ch. 4
Week 3
-- Feb 11
Target Markets and Segmentation, Ch. 7
Segmentation, continued
Optional: American Demographics
Week 4
-- Feb 18
-- Feb 18
Exam #1,
See
Study Guide #1
Tape: The Secret Life of Barbie
Week 5
-- Feb 25
Consumer Behavior, Ch. 8
Week 6
-- Mar 3
Business
to Business Marketing, Ch. 9
Marketing Research, Ch. 6
Optional: Visit the polling organizations!! Roper-Starch Worldwide, Gallup,
Harris
Interactive
Week 7
-- Mar 10
Marketing
Research, continued
Week 8 -- Mar 17
Exam #2, See
Study Guide #2
Conceptualizing the Product
Week 9
-- Mar 24
The Marketing Mix: Product
Branding and Packaging, Ch 12
The Product Life Cycle, Ch. 10 (pp. 250-259)
Positioning and Product Differentiation, Ch. 11 (pp. 281-287)
Week 10
-- Mar 31
New Product Development, Ch. 11 (pp. 273-280), Adoption and Diffusion, Ch. 10
(260-264)
The Marketing Mix: Promotions (Integrated Marketing Communications), Overview, Ch 17
Sales Promotion, Ch. 19 (pp. 498-504)
PR, Ch. 18 (pp. 473-477)
Week 11
-- Apr 7
Exam #3, See Study Guide #3
Sales Promotion topics, continued
Internet Marketing, Ch. 23
Optional: Check out The
Industry Standard, industry e-commerce magazine
Advertising, Ch 18 (pp. 455-477)
Optional: Advertising Age Online
Week 12 --
Apr 14
Advertising, Continued
Personal Selling, Ch. 19
Spring Break
Week 13
-- Apr 28
Services Marketing, Ch. 13
Week 14
-- May 5
Exam #4,
See Study Guide 4
The Marketing Mix: Pricing; Chs. 20, 21
Pricing Assignment (due May 12)
Week 15
-- May 12
Distribution, Chs. 14
Final Exam Review, See Final Study Guide
Week 16
Final, as scheduled by the University
TOP |
|
