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St. Catherine University Business Administration Department MKTG 2300: Principles of Marketing Summer Session One 2013 Monday/Wednesdays 6:00 – 9:30 PM June 3&5, 10&12, 17&19, 24&26, July 1&3 Room: 101 Mendel Dr. Al Kotula Adjunct Instructor Phone: 952-895-6836 E-mail: [email protected] Syllabus and Course Outline Class Time and Location: Monday & Wednesdays 6:00 to 9:30 PM Room: See online Instructor: Dr. Alan Kotula Office Hours: By appointment or ahead/after class time Telephone Number: Work—962-895-6836 / cell: 612-859-4987 E-Mail: [email protected] Classic Description: “Marketing” is the set of behaviors involved in getting a product to customers. The American Marketing Association defines marketing as: “ the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners, and society at large.“ (AMA, 2008, http://www.marketingpower.com ). Thus a product may be an idea, a physical entity (a good), or a service, or any combination of the three. It exists for the purpose of exchange in the satisfaction of individual and organizational objectives (AMA). A product could be a computer tablet offered for sale to college students, a candidate for public office appealing to voters, or a drive by the Habitat for Humanity to increase donations and volunteering. All of these activities involve the development of a product, an exchange base, a distribution method, and communication about all of these. You have been the target of marketing activities since you were a toddler; you engage in marketing anytime you try to get fellow students to a campus activity, or try to “sell” yourself to an employer. In other words, marketing involves a wide range of persuasive activities necessary to any organization’s survival. Marketing definition of terms can be found at: http://www.marketingpower.com/_layouts/Dictionary.aspx?source=footer and within the textbook. This is a foundational course which introduces you to core marketing concepts and practices. The knowledge gained will be assessed through online quizzes, a final test and two papers. By the end of the course, you should: 1. Become familiar with basic marketing vocabulary, concepts, and implications in the market. 2. Define and apply knowledge of the following key marketing concepts: the marketing concept, market segmentation, target marketing, positioning, branding, buying behavior in B2C consumer markets and B2B business markets, global marketing, product planning, pricing, and distribution 3. Understand and be able to discuss the various elements of the marketing mix and apply them to understand effective marketing strategies. 4. Understand basic marketing programs and their inherent cost calculations and understanding of the basic math in learning how marketing decisions are made. 5. Understand the basics of the buying decision process, behavior, and recent trends. 6. Know product distribution roles of manufacturer, distributor, wholesaler, and retailer. 7. Examine how marketers develop new products, manage demand, and build profitable customer relationships. 8. Understand the influences of globalization and sustainability. 9. Understand the role of marketing in an organization and learn to communicate marketing knowledge through presentations and written reports. Text: Kotler, P. & Armstrong, G., Principles of Marketing, 14th Edition, Prentice-Hall, 2011. ISBN-10: 0132167123, ISBN-13: 978-0132167123 You are urged to develop the habit of reading the newspaper, online or in hand. While The Wall Street Journal is regarded as the scripture of world business, useful information is also available in the business sections of either the Minneapolis Star Tribune or the St. Paul Pioneer Press. Marketing journals and related publications can be found in the St. Kate’s library or your county library listed under the several titles noted in this link: http://www.amsweb.org/displaycommon.cfm?an=1&subarticlenbr=10 American Marketing Association: http://www.marketingpower.com/Pages/default.aspx Advertising Age: http://adage.com/ Internet Retailer: http://www.internetretailer.com/ Direct Marketing Association: http://thedma.org/ Statement Regarding Disabilities Resources Request for Accommodations: If you require an accommodation for any instructional part of this course, please discuss this privately with me and a representative from the O’Neill Center in advance. Class Participation and Attendance: Required with small % points assigned for class and online attendance and participation. Cell phones: Shut them off while in class. No texting, twittering, photographing, etc. Computers: If you use a computer, do not be on any web pages unless required to do so. Statement of Policy Regarding Academic Integrity: read in Le Guide as it will be followed. Do not copy web pages and use as content for papers. Use original sources as much as possible and redraft material in your own words. Severe Weather Our class will follow the University policy in the event that class is canceled due to severe weather. To learn if class is canceled, call SCU weather line at 651.690.8666. If the University is not closed, the class will meet. However, SAFETY FIRST! Use your own judgment in terms of whether or not to travel in times of severe weather. St. Catherine University The following concepts are sourced from the St. Catherine University website. Mission Statement “St. Catherine University educates students to lead and influence. Inspired by its visionary founding in 1905 by the Sisters of St. Joseph of Carondelet, more than a century later the University serves diverse students, with a baccalaureate college for women at its heart and graduate and associate programs for women and men. At all degree levels, St. Catherine integrates liberal arts and professional education within the Catholic tradition, emphasizing intellectual inquiry and social teaching, and challenging students to transformational leadership. Committed to excellence and opportunity, St. Catherine University develops ethical, reflective, and socially responsible leaders, informed by the philosophy of the women’s college and the spirit of the founders.” Vision Statement “To be a leading Catholic university distinguished by its innovative spirit and premier Baccalaureate College for women.” Leadership Statement “St. Catherine University is committed to the development of effective, ethical leaders. Through study, practice and life experience, individuals have opportunities to enrich the knowledge, refine the skills, and clarify the attitudes essential for responsible action. In varied roles and settings, St. Catherine University leader: 1. 2. 3. 4. 5. 6. 7. 8. Lives a commitment to the values of justice and caring. Acts from a strong self-concept. Thinks critically and creatively. Communicates and interacts effectively with groups. Takes risks willingly. Exercises power appropriately. Articulates a positive sense of direction. Evokes hope. Course Schedule Date 2013 June 3rd Assignments-complete before class due date Read Chapters 1-3 Read terms and questions at end of each chapter Chapter 1: Creating and Capturing Customer Value- see Figure 1.5 page 29 Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships, -see Figure 2.5 Four P’s page 52 Chapter 3: Analyzing the Marketing Environment: note chart on macro issues 3.2 on page 71 B2B. Take practice quizlet.com under http://quizlet.com/akotula Discussion Board #1/ Attendance throughout Points 25 June 5th June 10th June 12th June 17th June 19th June 24th Read Chapters 4-6. Chapter 4: Managing Marketing Information: know how and why data is gathered. Chapter 5: consumer markets- social classes 5.3 pg. 140, and behavior 5.5 pg. 151. Chapter 6: Business markets, B2B selling, p. 174 major influences on sales. Interim week Answer Online Discussion Board: participation points Quizlet- Take online quiz or pdf version and send answers. Case studies and conceptual theories will be covered in F2F class setting. Discuss written papers and other course expectations. Select two products to use in papers; one for each. Online quizzes /In Class Quizzes throughout Course Participation throughout Read Chapters 7-9 under Customer Driven Strategy Chapter 7: Customer-Driven Marketing Strategy Table 7.1 market segmentation p. 192. Position map p. 208. Target market p. 201. Chapter 8: Products, services, & brands: define product p. 224, brand fig. 8.5, Chap. 9: New Product development: fig. 9.1 development; p. 261, fig. 9.2 Product lifecycle p/ 273. F2F Online Discussion Board: Quizlet- Take online quiz or pdf version and send answers. Case studies and conceptual theories will be covered in F2F class setting. Discuss sources for data to complete target market segmentation for papers: http://www.census.gov/ ; average consumption calculations example w/strawberries can apply to many Discussion Board #2 & Attendance throughout 25 25 Exam #1 Covering Chapters 1-9--- Also insure you have captured all data including market share for paper #1. 75 pts. http://ag.arizona.edu/arec/wemc/nichemarkets/02evaluatingmarketsize.pdf Examples: How many ipads are sold? http://ipod.about.com/od/ipadmodelsandterms/f/ipad-sales-to-date.htm Data is available at Reference USA, ProQuest, InfoTrac and many more through St. Catherine’s Library or Hennepin County Library, etc. Read Chapters 10-12 Notes on key points; Chapter 10: Pricing: Understanding and Capturing Customer Value. Know pricing strategies p.291-300, BEP 10.1 p. 299. Chapter11: Pricing Strategies, new product pricing strategies p. 314315.price adjustment strategies p. 319-325 Chapter 12: Marketing Channels: Delivering Customer Value, fig. 12.2 p. 343 . 25 Discussion Board #3 & Attendance throughout Paper #1 Presented Read Chapters 13-14 Chapter 13: Retailing and wholesaling, retailer types fig. 13.1 p. 375; table 13.3 p. 397 types of wholesalers. Chapter 14: Communicating Customer Value; Discussion: setting budgets p. 422-427. Chapter 16: Personal selling: 75 pts. 16.1 major steps in sales force management, 16.3 sales processes. P. 478. June 26th Read Chapters 16-18 Chapter 17: Direct and Online Marketing: Building Direct Customer Relationship: read about databases and direct marketing p. 499-500 fig. 17.1 p. 500, online marketing p. 509. Chapter 18 Competitive Advantage: fig. 18.1 analyzing competitors; strategies p. 539, fig. 18.3, p. 545. Online Quizzes & Attendance throughout July 1st July 3rd Summary Paper #2 25 100 pts. Online Discussion Board #4 & Attendance throughout Quizlet- Take online quiz or pdf version and send answers. Case studies and conceptual theories will be covered in F2F class setting. 25 Final Exam Chapters 1-18 100 Note: Total points 500 Non-key Chapters: Most chapters in the text have valuable information and are of primary importance. The Following chapters can be skim read and briefly reviewed: 15, 19, 20. Case studies and application of marketing concepts will be discussed in face-to-face sessions in depth. =============================================================================== Assignments: Note papers are to be done in APA format, double-spaced, title page and reference page plus written text as designated. A 5 page paper would not count the title and reference pages. Insure you use spellcheck and read http://owl.english.purdue.edu/owl/resource/560/01/ Marketing Product Analysis Presentation (50 points-5pages plus 1 title page and 1 reference page) The purpose of this assignment is to consider a product you use from a marketer’s point of view. Bring the product to class (or provide a visual description of a product or service) and share your insights regarding how the product is positioned and marketed. Your presentation should be a brief overview and be completed in approximately 10 minutes. Grading criteria 1. 2. 3. 4. 5. 6. Bring product to class and tell us why you picked it (5 points) Organization or company overview (5 points) Target Market Description (10 points to include subset of population and quantity) Product Life Cycle (5 points) Product Distribution (5 Points) Current Market Share—this will be difficult to get, but give it a try and explain how you went about it. If you used an estimated number, how did you get to the number? (5 Points) 7. Future direction (5 Points) 8. Develop 1 question for the class (5 Points) 9. Presentation skills (good eye contact, project your voice, speak clearly) (5 points) 10. Time management (10 min time limit- subtract 5 points for going over limit) Market Planning Paper (100 points—7 to 10 pages) Throughout this course you will learn about the key components of marketing planning and research by analyzing an existing product that is a tangible good. This will be framed in terms of the C’s (Customer and Competition) and the 4 P’s (Product, Price, Place, and Promotion). This paper should demonstrate that you understand the concepts presented in class and are prepared to move forward in the marketing curriculum. This project will culminate in a 7-10 page paper in standard APA format. Note the product should be different than the product presented in the product analysis paper. Your class presentation should be less than 10 minutes. The paper should include: 1. Executive Summary (10 points) This summarizes the main goals, recommendations, and provides a brief overview of the paper. 2. Part 1, Value Proposition (20 points) A value proposition is the set of benefits or values it promises to deliver to customers to satisfy their needs. What is the demand for this product? What are your product/organization’s distinct capabilities? Why did you pick this product? What need does this product serve? 3. Part2, Situational and Competitor Analysis (20 points) Consider external environmental factors which may influence the success or failure of your product and organization including the social/cultural, economic, political, technological environments. Describe the main competitors, how are their products similar or different in terms of product, pricing, placement, and/or promotion? How do their organizational resources (human, financial, intellectual) compare? 4. Part 3, Strategic Planning (20 points) What are your products/ organization’s greatest strength? How will these strengths help you create and sustain a competitive advantage over time? What are the biggest challenges/threats you face over time? How can you address these challenges? 5. Part 4, Marketing Mix and Identification of Target Market (30 Points) Consider the 4 P’s—product, price, placement, and promotion. Consider who buys, when they buy, where they buy, how they buy, and why they buy. Grade Summary % of 500 Possible Points Attendance & Online Participation Online Quizlets, in class quizzes Midterm Marketing Product Analysis Paper 50 points 100 points 75 points 75 points Test Final Market Planning Paper Total 100 points 100 points 500 points GRADING POLICIES FOR MKTG 2300: A => 94% A- = 91-93% B+ = 88-90% B = 84-87% B- = 81-83% C+ = 77-79% C = 74-76% C- = 71-73% D = 61-70% F =< 61% All assignments/tests are to be completed on the due date. Exceptions will only be made for extenuating circumstances and these must be approved by prior to the class period in which the assignment is due. Late assignments will be reduced up to10 points for each academic day late unless student has prearranged an exception with me. You must attend class. All assignments must be turned in at the beginning of the class in which they are due. It is expected that students will come to class prepared to discuss the materials scheduled for that day. Attendance will include pop-quizzes should it be necessary.