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UNIVERSITY OF CALIFORNIA, MERCED ECN 117: Marketing Strategy I. Course Description Marketing Strategy examines how to create customer value, how to target the correct market, and how to build customer relationships.. Topics include customer behavior, creating brand loyalty, advertising strategy, new product development, media strategy, pricing strategy, the industrial organization of retail markets, service marketing, and the social, ethical and regulatory environment for marketing. II. Selected Course Goals / Learning Outcomes: Be able to identify an efficient advertising strategy for product promotion Understand the relationship between brand loyalty and efficient product pricing Understand how brand loyalty is built Understand how consumers make product and service purchase decisions Know alternative media available for marketing products III. Textbook Principles of Marketing, 13/E , by Philip Kotler, Northwestern University, and Gary Armstrong, University of North Carolina, ISBN-13: 9780136079415, Publisher: Prentice Hall, Copyright: 2010. IV. Grading Your grade in this course will be based on the following breakdown: Marketing Project .................................. 25% Midterms (2 of them @ 20% each) .....................40% Final Exam...................................................... 35% The project will be conducted in groups and involve the evaluation of a specific company’s marketing strategy, with recommendations for new products, advertising, pricing, and consumer targeting strategies. V. Accommodations for Students with Disabilities: The University of California Merced is committed to ensuring equal academic opportunities and inclusion for students with disabilities based on the principles of independent living, accessible universal design and diversity. I am available to discuss appropriate academic accommodations that may be required for student with disabilities. Requests for academic accommodations are to be made during the first three weeks of the semester, except for unusual circumstances. Students are encouraged to register with Disability Services Center to verify their eligibility for appropriate accommodations. Course Outline Part 1–Defining Marketing and the Marketing Process (Ch.s 1-2) Marketing: Creating and Capturing Customer Value Company and Marketing Strategy: Partnering to Build Customer Relationships Part 2–Understanding the Marketplace and Consumers (Ch.s 3-6) The Marketing Environment Managing Marketing Information to Gain Customer Insights Consumer Markets and Consumer Buyer Behavior Business Markets and Business Buyer Behavior Part 3–Designing a Customer-Driven Marketing Strategy and Marketing Mix (Ch.s 7-14) Customer-Driven Marketing Strategy: Creating Value for Target Customers Product, Services, and Brands: Building Customer Value New-Product Development and Life-Cycle Strategies Pricing: Understanding and Capturing Customer Value Pricing Strategies Marketing Channels: Delivering Customer Value Retailing and Wholesaling Communicating Customer Value: Integrated Marketing Communication Strategy Part 4-Advertising and Integrated Brand Promotion (Ch.s 15-17) The World of Advertising and Integrated Brand Promotion. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations. Advertising and Public Relations Personal Selling and Sales Promotion Direct and Online Marketing: Building Direct Customer Relationships Media Strategy and Planning for Advertising IBP. Media Planning: Print, Television, and Radio. Part 5–Extending Marketing (Ch.s 18-19) Creating Competitive Advantage The Global Marketplace