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BA 3365-004 10206 HONORS: PRINCIPLES OF MARKETING Fall 2005 Tuesday, Thursday 11:00-12:15 SOM 2.106 Dr. Ernan Haruvy Office Hours: Wed. 6-7 pm and by appointment Phone: 972-883-4865 Web: http://www.utdallas.edu/~eharuvy Office: SOM 3.434 Email: [email protected] Text: “Marketing” by Berkowitz, Kerin, Hartley, and Rudelius, 7th ed., McGraw-Hill Two copies of the textbook and two copies of the study guide are on reserve (2hour and one-day) at the UTD library. COURSE OBJECTIVES: This core course in marketing management will provide students with an overview and understanding of the role of marketing in organizations. Special attention will be given to the way in which consumer wants, needs, perceptions, and attitudes impact firms’ strategies. Topics will include marketing strategy, advertising, product development, new product management, pricing, distribution, and retailing. The ultimate goal of this course is to prepare students for the marketing challenges of 21st century in the face of rapid changes due to globalization and technology. Participation and exams Though the topics are arranged in the order suggested by the book, a lecture is not a review of the corresponding chapter, but rather goes hand in hand with the material in the book. Accordingly, students are expected to attend all classes and read the assigned chapters prior to each class. Participation will count towards 10% of your grade. Participation will consist of attendance as well as active discussion and contribution. If you are shy and reluctant to talk in class, come and talk to me during office hours to satisfy this requirement. Show & Tell: You will need to bring to class one of the following and provide a five minute discussion. Additional topics and ideas will be invited during lectures. (1) Five minutes of advertisements on ANY medium. Topics you can discuss include the marketing mix, advertising appeals, market segmentation, media selection and appropriateness, relevant psychological influences, and other topics from the lecture. (2) A new product. You will need to discuss segment, SWOT, market-product grid, relevant newness definition, potential for market failure, and other topics from the lectures. (3) An example of product placement. This could be on any medium. (4) Recent newspaper articles that relate to topics discussed in class. (5) Product samples. These have to be genuine samples provided by the manufacturer for the purpose of promotion— not some product that you bought to satisfy the requirement. Be prepared to discuss the motive behind the sample—trial, etc. Group Project: I will divide you into groups of 4-5 people. Each group will have to come up with a marketing plan. Follow closely the structure of Appendix A of Chapter 2 (pp. 55-71), but you need to provide a lot more content and a lot more research than the sample. Make sure to correctly cite your sources. Plagiarism will not be tolerated and made-up facts will also not be tolerated. Research carefully your target segments, your products, your competitors, your industry, demand, etc. You will need some additional sections I will announce in class like social responsibility and some additional figures like a resource plan and an egg diagram for the consumer decision process and marketspace offering. Each week, a portion of your project is due with the topic to be announced. At the end of the semester, the complete papers are due and your group will present its topic. Constraints: You have initial capital of $10,000 and no manufacturing facilities. Pay specific attention to (1) mission, goals, the value proposition, competencies, target segments, and competitive advantage (ch. 2). (2) The strategic marketing process (planning, implementation, control). This will include SWOT analysis, market-product grid, marketing mix, and projections for budget, revenues, costs and profits (ch. 2) (3) social responsibility (ch. 3), (4) promotion strategy, ch. 18, 19, 20 (5) pricing strategy, chs. 13 and 14 (6) segmentation (Ch. 9), and (7) the marketspace offering (Ch. 5). There are two exams, which are weighted equally. Exams will consist of multiple choice questions and short essays. The last component (2%) is optional participation in marketing studies. Marketing studies will be conducted outside of class hours but will be discussed in class and used to introduce students to actual marketing research. An individual may participate in two hours of marketing studies. Alternatively, an individual may write a 5-page essay on a marketing topic to be agreed upon. GRADING: Participation: Show & Tell Group Project Exam 1: Exam 2: Extra Credit: Study Participation 10% 10% 30% 25% 25% 2% SCHEDULE Date Aug 18 Aug 23 Aug 25 Aug 30 Sept 1 Sept 6 Sept 8 Sept 13 Sept 15 Sept 20 Sept 22 Sept 27 Sept 29 Oct 4 Oct 6 Oct 11 Oct 13 Oct 18 Oct 20 Oct 25 Oct 27 Nov 1 Nov 3 Nov 8 Nov 10 Nov 15 Nov 17 Nov 22 Nov 24 Nov 29 Topic Reading Introduction Ch. 1 “ Marketing Strategy Ch. 2 “ Environmental Scanning Ch.3 Marketing Ethics Ch. 4 Consumer Behavior Ch. 5 “ Firm Behavior Ch. 6 “ Segmentation, Targeting Ch. 9 “ Communication Ch. 18 MIDTERM Advertising Ch. 19 “ New Products Ch. 10 “ Products & Brands Ch. 11 “ Pricing I Ch. 13 “ Pricing II Ch. 14 “ Distribution I Ch. 15 Class Presentations, Group Project is due Class Presentations Class Presentations Thanksgiving Holiday Break Final Exam