SCHOOL OF BUSINESS ADMINISTRATION Marketing 180E
Fall 2001
| . | . | . |
Faculty:
Myroslaw
J. Kyj, Ph.D.
Phone: 610.499.1173
e-mail: myroslaw.j.kyj@widener.edu
Texts and Required Reading Material:
"Marketing: Connecting with Customers” by Gilbert
D. Harrell and Gary L. Frazier (Prentice Hall)
The Wall Street Journal
Course Procedure and Objectives:
This is a marketing principles course designed
to give students a solid educational foundation along with insight into
current marketing practices and problems. The course has a dual objective
in that it serves as a building platform for advanced study in marketing
and as a terminal component for a well rounded business education. In order
to get the maximum from the course, students are expected to attend lectures,
read the text assignments, do the Internet exercises and participate in
classroom activities. The instructor will announce work assignments such
as the analysis of a case from the text or visits to WEB sites of interest
to marketing; therefore, bring your text to all class meetings.
Each chapter has an internet assignment. You must turn in ten assignments
over the course of the semester. I will announce in class when each assignment
is due. All assignments that are to be turned in must be typed. I will
not read any work that is handwritten nor will any credit be given for
such work. For many class meeting, a student or students will be asked
to highlight for the class examples of marketing practice from the pages
of
The Wall Street Journal.
Learning Objectives:
At the completion of the course students will be able to:
1. Understand how marketing creates
economic utility and contributes to the economic quality of life.
2. Differentiate between marketing
strategy and tactics.
3. Understand the nature of ethical
choice in marketing and the meaning of socially responsible behavior.
4. Explain the role of information
for effective marketing decision making.
5. Understand the basic model of
consumer and organizational behavior.
6. Explain the concept of market
segmentation.
7. Understand the role of international
competition and its impact on our society.
8. Understand the concept of total
product in effective marketing. Be able to explain the product development
and management process.
9. Explain the role of marketing
intermediaries in distribution channels.
10. Understand the marketing communications
process and the components of the promotional mix.
11. Analyze the role of pricing
in our economy and understand the methods for pricing products in a market
economy.
12. Become adept at strategy creation
and designing a marketing mix in a dynamic computer simulation environment.
13. Gain experience in using the
Internet to secure marketing information.
Tests and Grade Policy:
There will be two exams and a final during the course of the semester. The exams will be based on class lectures, the textbook readings, readings from The Wall Street Journal and class activities such as discussions and films. The exam dates along with the exam material are listed in the assignments section; plan your time accordingly. The tests will be in multiple choice and essay formats. The instructor reserves the right to use performance in class as a modifier of the final grade. However, grade adjustments for participation (i.e. reports on WSJ articles) normally will be no more than a half letter grade – i.e. C to C+.
Grading will be based on the plus - minus system adopted by Widener University. The grades converted to approximate numerical equivalents are: A 94 to 100; A- 91 to 93; B+ 87 to 90; B - 83 to 86; B- 79 to 82; C+ 75 to 78; C 71 to 74; C- 67 to 70; D+ 63 to 66; D 60 to 62; ; F 59 and below.
All tests must be taken on the date scheduled unless prior arrangements have been made with the course instructor. In the event that an emergency arises on the test date you are still obligated to inform me by phone or e-mail before the exam. Be prepared to document the reasons for your absence upon your return! There are no make-up dates for missing any of the two exams during the course of the semester. Instead, if you miss one of the semester exams and have a valid excuse (i.e. note from physician, parents, coach) you must take the cumulative final exam. The weight of the missed exam will be counted to the cumulative test. If you do not have a valid excuse, you will receive a zero for the missed exam with no option of making up the material on the final.
Attendance:
Active participation in the course is an integral part of the learning process. Therefore, your presence in class is critical. Student participation will be evaluated by the types of articles presented from The Wall Street Journal, case analysis, and questions in class. The instructor will not take roll for the purpose of recording class cuts, however frequent absence will negatively affect the participation component of the course grade. Come to class on time - class starts when the instructor begins.
Cheating
Any student who is caught cheating will be given
a failing grade for the exam - recorded as zero - and subjected to the
University's disciplinary procedure.
TEST WEIGHTS
Test 1
30%
Test 2
30%
Participation
10%
Final
30%
TOTAL
100%
Topic Sequence
1. Introduction to Marketing - Chapter 1.
1.1. Marketing's role in society.
1.2. Requirements for marketing.
1.3. Definitions of marketing
1.4. Types of marketing utility
1.5. The Marketing concept
1.6. Elements of the marketing mix
1.7. Marketing strategy
1.8. Marketing eras
Internet Assignment: p. 31: Procter & Gamble;
General Mills
Case: p.34 Starbucks
2 hours
2. Customer Satisfaction and Loyalty - Chapter
2.
2.1. Satisfaction and loyalty concepts
2.2. Complaining behavior
2.3. Satisfaction measurement
2.4. Creating marketing relationships.
2.5. Quality issues
2.6. The Value chain
Internet Assignment: p. 58: Red Lobster; Hallmark
1 hour
3. The Marketing Environment - Chapter 3.
3.1. Environmental assessment
3.2. Micro and macro environments
3.3. Components of an environmental scan
3.4. Ethical issues and regulation
3.4. Demographic trends
Internet Assignment: p.86: Avon Products; Amazon.com
Case: p.89: The National Basketball Association
2 hours
4. Strategic Marketing - Chapter 4.
4.1. Marketing planning
4.2. Business mission
4.3. Strategic Business Units
4.4. Portfolio planning tools
4.5. Strategy vs. tactics
4.6. SWOT analysis
4.7. Target marketing and positioning
4.8. Marketing mix
4.9. Strategies for foreign markets
Internet Assignment: p. 120: Kodak; Kraft Foods
3 hours
5. Securing Marketing Information - Chapter 5.
5.1. Types of information.
5.2. Decision support systems.
5.3. The scientific method and marketing research.
5.4. Research designs.
5.5. Survey techniques.
5.6. Data analysis
Internet Assignment: p. 149: J.D. Power &
Associates; Bugle Boy Clothing Company
2 hours
6. Segmentation, Targeting and positioning
- Chapter 6
6.1. Market aggregation vs. segmentation
6.2. Product differentiation
6.3. Segmentation criteria
6.4. Segmentation variables
6.5. Selecting target markets
6.6. Positioning strategies
Internet Assignment: p.181: Mastercard;
MCI
Case: p. 184: Tommy Hilfiger
2 hours
First Exam – Chapters 1 – 6
7. Consumer Markets and Buyer Behavior -
Chapter 7
7.1. Models of consumer decision making
7.2. Situational influences
7.3. Psychological factors
7.4. Socio-cultural influences
7.5. Individual factors
7.6. Maslow’s hierarchy of needs
7.7. Perception & learning
7.8. Information processing
Internet Assignment: p. 211: Club Med; Quartermaine
Coffee Roasters
Case: p. 215: The Viacom Networks
3 hours
8. Business to Business Marketing
- Chapter 8
8.1. Business to business marketing.
8.2. Kinds of buying decisions.
8.3. Factors in the purchase decision.
8.4. Nature of organizational demand
8.5. The SIC system
Internet Assignment: p. 241: Cutler-Hammer; Industry.net
1 hour
9. The Product - Chapter 9
9.1. Total product concept
9.2. Product dimensions
9.3. Product classification schemes
9.4. Product lines
9.5. Branding strategy
9.6. Packaging and labeling
Internet Assignment: p. 270: Intel; Starbucks
Case: p. 273: Sara Lee
3 hours
10. Product Management - Chapter 10
10.1. Product planning
10.2. The product life cycle.
10.3. New product development.
10.4. Product failure and deletion
10.5. Consumer acceptance of innovation
Internet Assignment: p. 302: Caterpillar; Mattel
2 hours
11. Services and Nonprofit Marketing - Chapter
11
11.1. Service characteristics
11.2. The service – goods continuum.
11.3. Consumer evaluation of services
11.4. Developing the service mix
11.5. Service quality
11.6. Expanded service concepts
11.7. Nonprofit marketing
Internet Assignment: p. 337: The San Diego Zoo;
Hilton Worldwide
Case: p. 340: Ticketmaster
2 hours
12. Channels of Distribution and Wholesaling-
Chapter 12
12.1.The functions of marketing intermediaries
12.2. Types of channel structures
12.3. Conflict and leadership in marketing channels
12.4. Channel power and its use
12.5. Importance and types of wholesalers
12.6. Logistics management
12.7. Modes of transportation
Internet Assignment: p. 368: McDonalds; W.W.
Grainger
Case: p. 372 Texas Instruments
2 hours
Second Exam – Chapters 7- 12.
13. Retailing and Direct Marketing - Chapter 13
13.1. Retail classifications
13.2. The Wheel of Retailing
13.3. Retail management strategies
13.4. Franchising
13.5. Direct marketing strategies
13.6. E-commerce
13.7. Ethical problems
Internet Assignment: p. 395: Peapod, Inc.; CDnow
2 hours
14. Marketing Communications - Chapter 14.
14.1. Elements of the promotion mix
14.2. The communications process
14.3. Hierarchy of effects mode
14.4. Budgeting for promotion
14.5. Push and Pull strategies
Internet Assignment: p. 423: Snapple; IBM
2 hours
15. Advertising, Sales Promotions and Public Relations
- Chapter 15
15.1. Purpose of advertising.
15.2. Planning advertising campaigns.
15.3. Advertising strategy.
15.4. Media selection.
15.5. Measuring advertising effectiveness
15.6. Types of sales promotions
15.7. Managing sales promotions
15.8. Use of public relations and publicity
Internet Assignment: p. 457: Subaru; Yahoo
Case: p. 461 Super Bowl Advertising
2 hours
16. Personal Selling - Chapter 16
16.1. Attributes of personal selling
16.2. Types of selling tasks
16.3. The selling process
16.4. Selling techniques
16.5. Sales force motivation and compensation
16.6. Ethical issues in selling
Internet Assignment: p. 492: UPS; Amway
1 hour
17. Pricing Fundamentals - Chapter 17
17.1. Nature and role of price
17.2. The price equation
17.3. Pricing objectives
17.4. Economic factors determining price
17.5. Legal considerations
17.6. Competitive factors in pricing
17.7. International pricing
Internet Assignment: p. 522: PetsMart; Amoco
2 hours
18. Pricing Strategy – Chapter 18
18.1. Value based pricing
18.2. Customer value in pricing
18.3. Customer oriented pricing
18.4. Competitor oriented pricing
18.5. Skimming vs. penetration pricing
18.6. Communicating price
18.7. Unethical practices in pricing
Internet Assignment: p. 548: America Online;
Bank of America
2 hours
Final Exam