Download Part 1: Defining Marketing and the Marketing Process

THE UNIVERSITY OF LETHBRIDGE
Faculty of Management
MGT 3020 – MARKETING
Winter 2010/11
Room: TBA
Time: Thursday 18:00 to 20:50
Duration: Jan 13 to April 28Dec, 2008
Instructor: Ray Bilodeau
Email: [email protected]
Phone: 424-0425 ext. 0 (note: email is the best way to reach me)
Office Hours: By Appointment
Description: This course is intended to be an introductory course in marketing. Emphasis is placed on the
marketing mix and its strategic application to an increasingly complex business environment. In particular, the
detailed areas of product, promotion, price and distribution are examined in reference to achieving company
objectives with an understanding and consideration given for a company’s micro and macro environment. Videos,
case studies and examples will be used to tie concepts to real world application. An understanding of where
information comes from for decisions, marketing strategies, research, consumer behaviour, product classification
and the development, distribution, promotion and pricing will be looked at. This course focuses on understanding
the fundamentals of marketing strategies that allow companies to succeed in today’s interactive marketplace. We
will examine the importance of creating satisfaction through customer relationships. We will investigate the
development of marketing, from early times to today’s focus on relationship marketing, and its contributions to
society. Students will learn the universal functions of marketing, and the relationship between ethical business
practices and marketplace success. Throughout this course there will be discussions of customer loyalty and the
lifetime value of a customer.
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Required Text: Principles of Marketing: 8 Canadian Ed. Authors: Kotler, Armstrong & Cunningham.
ISBN-10: 013247395X
Text web site at http://vig.pearsoned.ca/catalog/academic/product/0,1144,013247395X,00.html
Course Objectives:
Part 1: Defining Marketing and the Marketing Process
Chapter 1 - Marketing: Managing Profitable Customer Relationships
1. Define marketing and outline the steps in the marketing process
2. Explain the importance of understanding customers and the marketplace, and
identify the five core marketplace concepts
3. Identify the key elements of a customer-driven marketing strategy and discuss the
marketing management orientations that guide marketing strategy
4. Discuss customer relationship management, and identify strategies for creating value
for customers and capturing value from customers in return
5. Describe the major trends and forces that are changing the marketing landscape in
this age of relationships
Chapter 2 - Company and Marketing Strategy: Partnering to Build Customer Relationships
1. Explain marketing’s role in strategic planning and how marketing works with its
partners to create and deliver customer value
2. Describe the elements of a customer-driven marketing strategy and mix, and the
forces that influence them
Part 2: Understanding the Marketplace and Consumers
Chapter 3 - The Marketing Environment
1. Describe the environmental forces that affect the company’s ability to serve its
customers
2. Explain how changes in the demographic and economic environments affect
marketing decisions
3. Identify the major trends in the firm’s natural and technological environments
4. Explain the key changes in the political and cultural environments
5. Discuss how companies can react to the marketing environment
Chapter 4 - Marketing and Society: Social Responsibility and Marketing Ethics
1. Understand marketing’s multiple responsibilities, and identify the major social and
ethical criticisms of marketing
2. Define consumerism and environmentalism and explain how they affect marketing
strategies
3. Describe the principles of socially responsible marketing
4. Explain the role of ethics in marketing
Chapter 5 - Managing Marketing Information
1. Explain the importance of information to the company and its understanding of the
marketplace
2. Define the marketing information system and discuss its parts
3. Outline the steps in the marketing research process
Chapter 6 - Consumer Markets and Consumer Buyer Behaviour
1. Define the consumer market and construct a simple model of consumer buyer
behaviour
2. Name the four major factors that influence consumer buyer behaviour
3. List and understand the major types of buying decision behaviour and the stages in
the buyer decision process
4. Describe the adoption and diffusion process for new products
Chapter 7 - Business Markets and Business Buyer Behaviour
1. Define the business market and explain how business markets differ from consumer
markets
2. Identify the major factors that influence business buyer behaviour
3. List and define the steps in the business buying decision process
4. Compare the institutional and government markets and explain how institutional and
government buyers make their buying decisions
Part 3: Designing a Customer-Driven Marketing Strategy and Marketing Mix
Chapter 8 - Segmentation, Targeting, and Positioning: Building the Right Relationships with
the Right Customers
1. Define the three steps of target marketing: market segmentation, target marketing,
and market positioning
2. List and discuss the major bases for segmenting consumer and business markets
3. Explain how companies identify attractive market segments and choose a target
marketing strategy
4. Discuss how companies position their products for maximum competitive advantage
in the marketplace
Chapter 9 - Product, Services, and Branding Strategies
1. Define product and the major classifications of products and services
2. Describe the decisions that companies make regarding their individual products and
services, product lines, and product mixes
3. Discuss branding strategy—the decisions companies make in building and managing
their brands
4. Identify the four characteristics that affect the marketing of a service and the
additional marketing considerations that services require
5. Discuss two additional product issues: socially responsible product decisions and
international product and services marketing
Chapter 10 - New-Product Development and Life-Cycle Strategies
1. Describe the stages of the product life cycle
2. Describe how marketing strategies change during the product’s life cycle
Chapter 11 - Pricing
1. Identify and define the internal factors affecting a firm’s pricing decisions
2. Identify and define the external factors affecting pricing decisions, including the
impact of consumer perceptions of price and value
3. Contrast the two general approaches to setting prices
4. Discuss how companies adjust their prices to take into account different types of
customers and situations
5. Discuss the key issues related to initiating and responding to price changes
Chapter 12 - Distribution Channels and Supply Chain Management
1. Explain why companies use distribution channels and discuss the functions these
channels perform
2. Discuss how channel members interact and how they organize to perform the work of
the channel
3. Identify the major channel alternatives open to a company
Chapter 13 - Retailing and Wholesaling
1. Explain the roles of retailers and wholesalers in the distribution channel
2. Describe the major types of retailers and give examples of each
3. Identify the major types of wholesalers and give examples of each
4. Explain the marketing decisions facing retailers and wholesalers
Chapter 14 - Integrated Marketing Communications Strategy
1. Name and define the tools of the marketing communications mix
Chapter 15 - Advertising, Sales Promotion, and Public Relations
1. Define the roles of advertising, sales promotion, and public relations in the promotion
mix
2. Describe the major decisions involved in developing an advertising program
3. Explain how sales-promotion campaigns are developed and implemented
4. Explain how companies use public relations to communicate with their publics
Chapter 16 - Personal Selling and Direct Marketing
1. Discuss the role of a company’s salespeople in creating value for customers and
building customer relationships
2. Discuss the personal selling process, distinguishing between transaction-oriented
marketing and relationship marketing
3. Define direct marketing and discuss its benefits to customers and companies
4. Identify and discuss the major forms of direct marketing
Part 4: Extending Marketing
Chapter 17 - Marketing in the Digital Age
1. Describe the four major ecommerce domains
2. Discuss how companies go about conducting ecommerce to profitably deliver more
value to customers
3. Overview the promise and challenges that ecommerce presents for the future
Evaluation:
Grade inputs, weights, and assignments: The weighting of the inputs for the final course grade are:
My Marketing Lab Quizzes: 10%
Group Project: 10% Written + 10% Presentation
Grade Determination:
The standard Faculty of Management
grading scale will be used.
Midterm Exam: 30%
Final Exam: 40%
A + 95-100
A 90-94
A- 86-89
B+ 82-85
B 78-81
B- 74-77
C+ 70-73
C 66-69
C- 62-65
D+ 58-61
D 50-57
F Below 50
It is Your Responsibility to:
Let the instructor know if you are having difficulties understanding the concepts and require further
explanation. Please let me know right away either during class, after class, by email, or by phone if
you are having difficulties with the understanding of the concepts and require a bit more
explanation. I am very approachable and I am more than willing to help students as they require.
Come to class and bring the proper equipment with you. Students often get a false sense of security
from the availability of course materials on WebCT. This course was not designed to be an online
course and from previous classes, those students who frequently miss class tend to get Cs and Ds in
this course. I highly recommend that you attend your lectures and bring your textbook to use it as a
notebook. Students are not permitted to use devices that can access the Internet during exams or
translators.
Submit your term paper on the due date. Term papers received after 5:00 p.m. on the due date will
receive a mark of 0%.
Let the instructor know if you are unable to write an exam. For an excused absence arising from
extraordinary circumstances such as serious illness or family crisis/emergency, the student must
provide valid written documentation as well as be able to write a make-up exam. The Student must
make contact with the instructor prior to the scheduled exam time; otherwise their absence will not
be excused. Students with an unexcused absence for an exam will receive a mark of zero.
Students will submit documents that are their own work. Please refer to the following University of
Lethbridge policy pertaining to student conduct described in the Calendar. All students are expected to
read and comply with the University’s policy.
Plagiarism: No student shall represent the words, ideas, images, or data of another
person as his or her own. This regulation will affect any academic assignment or other
component of any course or program of study, whether the plagiarized material
constitutes a part or the entirety of the work submitted.
The University of Lethbridge subscribes to Turnitin.com, an online plagiarism prevention tool. Turnitin
promotes originality in student work and if plagiarism is suspected, your paper will be reviewed using
this tool.
Papers which in the instructors’ opinion have been plagiarized will result in a zero all members of the
group.