Download marketingsyllabusdraft.

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