establishing and implementing marketing strategies in both the domestic and ...
REQUIRED TEXTBOOK: Lamb, Hair, McDaniels (5th ed) Essentials of Marketing
...
MKTG 302 Marketing Concepts Spring 2006
INSTRUCTOR: Dr. Rene Mueller OFFICE: Beatty Center ,Room 331 TELEPHONE: Office 953-5394; Home: 886-5474 E-MAIL
[email protected] OFFICE HOURS: Tuesday and Thursday 9:00-10:50 and 12:05-1:00 and also by appointment on Mondays and Wednesdays. I can be reached easiest by email. COURSE DESCRIPTION: This course develops an appreciation for the complexities of establishing and implementing marketing strategies in both the domestic and international economies. Areas of study include consumer and industrial behavior, market research , ethical marketing practices, product/services, channels of distribution, pricing and promotions in public and private sectors as well as profit and non-profit organizations. COURSE PREREQUISITES: junior standing and ECON 201 and 202 COURSE OBJECTIVES: 1. to gain a factual knowledge (terminology, methods, trends and concepts) of the marketing discipline 2. to understand fundamental marketing principles and theories as they apply to international and domestic marketing 3. to develop specific professional skills and competencies such as: a. ability to plan the marketing mix for your firm b. ability to apply marketing principles to develop a target market profile c. understanding of the market segmentation process ACADEMIC INTEGRITY AND THE COLLEGE HONOR CODE: All students are expected to adhere to the College of Charleston Honor Code (found in the Student Handbook). Failure to do so will result in the assignment of an “F” in this course. Pay particular attention to plagiarism guidelines. REQUIRED TEXTBOOK: Lamb, Hair, McDaniels (5th ed) Essentials of Marketing , ThompsonSouthwestern Publishing. ATTENDANCE POLICY Attendance is mandatory, however, a student will be allowed 2 absences. If a student has more than 2 absences, points will be deducted from the final grade. If a students misses 3 classes, 5 points will be deducted from the final grade. Ten points will be deducted from the final grade for missing 4 classes. If a student is absent from 15% of the course, the student will be automatically withdrawn from the class. Furthermore, students are responsible for anything missed in the lectures. GRADING POLICY: Assignments/Quizzes/outside lectures Case Study 4 tests @ 15 pts each TOTAL
10 pts 25 60 100 pts
GRADES: A .............90-100% B+..............87-89% B................80-86% C+..............77-79% C................70-76% D................60-69% F........less than 60% All exams will be multiple choice with a possibility of a short essay. No make-up exams will be given unless a student has a compelling reason (doctor’s note registered at the Student Affairs Office) for missing the exam. Students are expected to read the assigned readings and contribute to class discussions. In the event the class is unprepared for discussion, a pop quiz will be given and calculated as part of the final grade. The Case Study will involve developing a marketing plan for a specific firm’s product. This is a group project. The case study must be type-written in letter quality printing, double spaced and annotated as appropriate (using APA or other appropriate guidelines). The paper should be approximately 10-12 pages, single-spaced (12pt type). The use of tables and graphs is required. Additionally, a cover page and bibliography or reference page(s) is required. Excessive punctuation and spelling errors will be penalized. Late cases will NOT be accepted. The group must turn in a hard copy of the plan and also turn in a n exact copy to http://www.turnitin.com, the anti-plagiarism service that the College uses.
Date Week 1
Topic Introduction
2
Overview
3 4
Marketing Environment Developing a Global Vision
4 5
Review and Test Consumer Decision making
6 7 8 8
Business Marketing Segmenting and Targeting Decision Support Systems and Marketing Research Test 2 Product Planning /Product Planning and NPD
9
Products and Services
10
Developing and Managing Products
11
Marketing Channels and Supply Chain Management
12
Retailing
12
Test 3
13
Marketing Communications and Advertising
14
Public Relations, Sales Promotion, and Personal Selling
15
Pricing
16
Revision and Review Presentation of Case Studies
