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UNIVERSIDAD DE ESPECIALIDADES ESPIRITU SANTO
SCHOOL OF INTERNATIONAL STUDIES
INTERNATIONAL CAREERS PROGRAM
SYLLABUS
CLASS: Introduction to Marketing
CODE: MKT 260
PREREQUISITE (S): None
PROFESSOR: Ma Veronica Villacreses de Cubillos
SCHEDULE: Monday to Thursday 10h20 – 11h40
CLASSROOM: F 27
BIMESTER: Winter, January 9th to March 3rd, 2006
HOURS OF HOMEWORK: 96
CONTACT HOURS: 48
CREDITS: 3
1. COURSE DESCRIPTION
This course is designed to introduce students to the basic terminology,
concepts, and practices of contemporary marketing as applied in a variety
of business and non-business settings.
The course takes a practical,
managerial approach to Marketing; it will provide the foundation and
important overview students will need for further study into advanced
marketing concepts. Also offers practical examples and applications,
showing the major decisions that Marketing Managers face in their efforts to
balance the organization’s objectives and resources against needs and
opportunities at the marketplace.
2. GENERAL METHODOLOGY
Error!
The format of this course will include lecture, class discussion, study
cases, student examples, mutual sharing of teacher and students of real life
experiences, and individual research projects. Only the class cases or essay
questions, solved during class hours would be accepted and graded.
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3. CLASS SCHEDULE AND WORKLOAD BREAKDOWN
DATE
CONTENT
Subject(s) to be
covered
Jan 9
HOMEWORK (96 HRS.)
Assignment & number
of allotted hours-specify
pages
Read (TB) pg 3 to 16
(14 pgs)
1.5 hr
EVALUATION
How assignment will
be evaluated
Overview of the
Class discussion next
Course
lecture, and class
Syllabus Review
case/or essay
Chapter # 1
question to be solve
What is Marketing?
on Jan 16
Marketing
Management and
Philosophies
Jan 10 Marketing Challenges Read (TB) pg 17 to 42
Class discussion next
into the next century (25 pgs)
lecture, and class
2.5 hr
Strategic Planning
case/or essay
Designing the Business
question to be solve
Portfolio
on Jan 16
Jan 11 Strategic Planning and Read (TB) pg 43 to 55
Class discussion next
Small Businesses
(13 pgs)
lecture, and class
1.25
hr
The Marketing Process
case/or essay
Managing the
question to be solve
Marketing Effort
on Jan 16
Jan 12 The Company
Read (TB) pg 64 to 86
Class discussion next
Microenvironment
(22pgs)
lecture, and class
2 hr
The Company
case /or essay
Special
Topic
Assignment
Macroenvironment
question to be solve
Explanation: Select a number on Jan 16
Responding to the
of Marketing Articles from
Marketing Environment Ebsico that cover 30 pages,
pick 10 pages, hand in
written review, and explain
orally your findings the three
following dates: Jan 26, Feb
9, and the rest on February
23. Make sure to bring visual
aids for the oral report, since
students are not suppose to
only read their report.
20 hr total
Jan 16 Social Criticisms of
Marketing
Citizens and Public Actions
to regulate Marketing
Principles for Public Policy
toward Marketing
Read (TB) pg 606 to 621 Class discussion next
(15pgs)
lecture, and class
1.5 Hr
case /or essay
question to be solve
Solve Class Case / Essay on Jan 23
Question #1
3
Jan 17 The Marketing
Information System
The Marketing Research
Process
Other Marketing
Research
Considerations
Jan 18 Model of Consumer
Behavior
Characteristics
affecting Consumer
Behavior
Types of Buying
Decision Process
Jan 19 The Buyer Decision
Process for New
Products
Business Markets
Business Buyer Behavior
Jan 23 Institutional and
Government Markets
Market Segmentation
Marketing Targeting
Jan
24
Jan
25
Jan
26
Read (TB) pg 99 to 122
(23pgs)
2 hr
Class discussion next
lecture, and class
case/or essay
question to be solve
on Jan 23
Read (TB) pg 134 to 156 Class discussion next
(22 pgs)
lecture, and class
2 hr
case/or essay
question to be solve
on Jan 23
Read (TB) pg 156 to 180 Class discussion next
(24 pgs)
lecture, and class
2.5 hr
case /or essay
question to be solve
on Jan 23
Read (TB) pg 185 to 216 Class discussion next
(31 pgs)
lecture, and class
4 hr
case/or essay
Solve Case / Essay Question question to be solve
#2
on Jan 31
Positioning for
Read (TB) pg 220 to 221 Class discussion next
Competitive
and 238 to 242
lecture, and class
Advantage
(7 pgs)
case/or essay
1 hr
What is a Product?
question to be solve
Product Classification
on Jan 31
Individual Product
Read (TB) pg 244 to 264 Class discussion next
Decisions
(21 pgs)
lecture, and class
3hr
Product Line and Mix
case/or essay
Decisions
question to be solve
Services
Prepare for Solo
on Jan 31
Marketing/International Presentation
3.5 hr
Products
Read (TB) pg 390 to 407
Midterm Review
(18 pgs)
2.5 hr
Special Topic Assignment
Individual Presentation,
written and oral (5 mines
per student)
4
Jan 30 Retailing
Store and Nonstore
retailing
The future of retailing
Wholesaling
Types of Wholesalers
Wholesalers and
Marketing Strategies
Trends in Wholesaling
Jan 31
Read (TB) pg 409 to 414
(6 pgs)
0.75 hr
Solve Class Case /
Essay Question # 3
Study for the midterm
5.0 hr
Feb 1
New Product
Development
Strategy
Product Life Cycle
Strategies
Pricing Products:
Factors to Consider
when setting Prices
General Pricing
Approaches
New Products Pricing
Strategies
Product Mix Pricing
Strategies
Price Adjustment
Strategies
Price Changes
Read (TB) pg 274 to 292 Class discussion next
(18 pgs)
lecture, and class
case /or essay
1.25hr
question to be solve
on Feb 6
Read (TB) pg 303 to 330 Class discussion next
(28 pgs)
lecture, and class
3.5 hr
case /or essay
question to be solve
on Feb 6
The Nature of
Distribution Channels
Channel Behavior
and Organization
Channel Design
Decisions
Channel
Management
Decisions
Physical Distribution
and Logistics
Management
The Marketing
Communication Mix
Read (TB) pg 353 to 368 Class discussion next
(15 pgs)
lecture, and class
1.75 hr
case /or essay
question to be solve
on Feb 13.
Feb 2
Feb 6
Feb 7
Feb 8
Feb 9
Class discussion next
lecture, and class
case /or essay
question to be solve
on Jan 31
Midterm
Read (TB) pg 331 to 342
(11 pgs)
1.25 hr
Solve Class Case /
Essay Question # 4
Read (TB) pg 369 to 377
(8 pgs) 1. Hr
Read (TB) pg 422 to 430
(9 pgs) 1 hr
Class discussion next
lecture, and class
case /or essay
question to be solve
on Feb 13.
Class discussion next
lecture, and class
case /or essay
question to be solve
on Feb 13.
Prepare for Solo
Presentation
3.5 hr
Special Topic Assignment Class discussion next
Presentation (5 mins per
lecture, and class
student)
case /or essay
question to be solve
on Feb 13.
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Feb 13 A View of the
Communication
Process
Steps in Developing
Effective
Communication
Setting the Total
Promotion Budget
and Mix
Feb 14 The Changing Face of
Mkt Communications
Advertising
Major Decisions in
Advertising
Sales Promotion
Feb 15 Public Relations
The Role of Personal
Selling
Managing the Sales
force
Feb 16 Defining Customer
Value and
Satisfaction
Retaining Customers
Delivering Customer
Value and
Satisfaction
Feb 20 Implementing Total
Quality Marketing
Competitive
Marketing Strategies
Feb 21 Global Met into the
twenty first century
Balancing Customer
and Competitor
Orientation
Feb 22 Looking at the Global
Mkt Environment
Deciding whether to
go international
Read (TB) pg 422 to 441
(19 pgs)
1.75 hr
Solve Class Case /
Essay Question # 5
Class discussion next
lecture, and class
case /or essay
question to be solve
on Feb 20.
Read (TB) pg 450 to 467 Class discussion next
(27 pgs)
lecture, and class
3.75 hr
case /or essay
question to be solve
on Feb 20.
Read (TB) pg 468 to 493 Class discussion next
(25 pgs)
lecture, and class
3.25 hr
case /or essay
question to be solve
on Feb 20.
Read (TB) pg 545 to 554 Class discussion next
(10 pgs)
lecture, and class
1.25 hr
case /or essay
question to be solve
on Feb 20.
Solve Class Case / Essay
Question # 6
Read (TB) pg 554 to 569
(16 pgs)
1.0 Hr
Read (TB) pg 578 to 580
(3 pgs)
0.5 hr
Class discussion next
lecture, and class
case /or essay
question to be solve
on March 1st.
Class discussion next
lecture, and class
case /or essay
question to be solve
on March 1st.
Read (TB) pg 581 to 587
(7 pgs)
1 hr
Prepare for Solo
Presentation
3.5 hr
Class discussion next
lecture, and class
case /or essay
question to be solve
on March 1st.
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Feb 23 Deciding Which
markets to enter
Deciding how to
enter the market
Deciding on the
Global Marketing
Program
March Deciding on the
1
Global Mkt
Organization
Final Review
Special Topic Assignment
Individual Presentation,
written and oral (5 mins
per student)
Class discussion next
lecture, and class
case /or essay
question to be solve
on March 1st.
Read (TB) pg 588 to 597
(10 pgs)
1,25 hr
Read (TB) pg 598 to
(1pgs)
0,25 hr
Solve Class Case /
Essay Question # 6
Prepare for the final
5.5 hr
March
2
Final
4. EVALUATION
Midterm exam:
25%
Projects, Class Cases
And Homework:
49%
Final Exam:
25%
Class Participation and Attendance:
5. CLASSROOM POLICIES
1%
Examinations will cover the assigned text chapters (whether or not explicitly
covered in class lectures). There will be no late exams without prior approval.
YOU ARE EXPECTED TO ATTEND CLASS. Any combination of leaving early or
arriving late three times is considered an absence. Only the class cases,
essay questions and special topics projects presentations, done during class
hours, would be accepted and graded. No cell phones are allowed. You
are not supposed to step off the classroom, without requesting for the
teacher approval. Proper behavior, personal grooming and appearance
during class hours are mandatory, no hats, caps, or sunglasses, should be
wear during class hours. Especially during oral presentations. Keep a correct
body position and posture, to show respect to the rest of the students and the
teacher. Students should be polite when other students present their projects
orally, they should pay attention, and avoid doing anything else.
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6. BIBLIOGRAPHY
MAIN TEXTBOOK(s): Principles of Marketing
Authors:
Philip Kotler/ Gary Armstrong
Publisher: Prentice Hall
Edition:
Eight
COMPLEMENTARY BIBLIOGRAPHY: TEXTS, ARTICLES, WEBPAGES, etc.
Marketing Articles in Ebsico Website
7.- TEACHER INFORMATION:
Instructor:
María Verónica
Villacreses de Cubillos
Food Science
Technologist ESPOL
Marketing and
Advertisement
Technician
ESCA
Baking Science and
Technology
(American Institute
Baking) /Kansas State
University
Master in Quality
Systems Administration
ESPAE
Professional Career:
Maria
Veronica
has
held
production, quality control, new products
development, logistic, distribution, and
operations management positions in a
variety of industries, including food
conserves,
bakery
products,
and
franchises in national and multinational
enterprises.
She married Nestor Cubillos in 1998,
and together they are raising Rafaela
Maria (2000) and Néstor Gabriel (2002).
Email: [email protected]
Telefax: 2836331