...Objectives/Competencies 2.1Identify the components of an effective marketing plan. 2.2Conduct a SWOT and competitive analysis. 2.3Apply the market research process in discovering and answering business questions. 2.4Apply a segmentation model to create a target market and develop a positioning statement. Learning Activities Required Reading Basic Marketing, Ch. 2 43 Reading Basic Marketing, Ch. 3 14 Reading Basic Marketing, Ch. 4 11 Reading Basic Marketing, Ch. 7 10 Reading Basic Marketing, Ch. 18 7 Discussion Favorite Brand Discussion 24 Discussion Product and Organization Selection and Approval 6 Discussion Research and Discussion 3 Video The Five Competitive Forces That Shape Strategy 1 Video Target: Inside the Bullseye 2 Video Positioning 11 Video Marketing Research and Segmentation 4 ERR Week 2 Electronic Reserve Readings Assignments ASSIGNMENT STATUS FRIENDLY NAME TITLE DUE DATE POINTS UNREAD COMMENTS Participation Week 2 Participation Due Jul 28, 11:59 PM /3 Presentation Marketing Mix Presentation Submitted /5 5 Paper Personal Branding Plan Paper Due Jul 28, 11:59 PM /5 Total Points /13 Course Progress 4.7 / 8 (58.75%) of points so far 100 points total All Assignments » Course Overview Jul 15 - Aug 18 This course develops an understanding of the complexities an organization faces in establishing and implementing marketing strategies within both...
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... 29 F What is Marketing (Ch-1) Sept 1 M Situational Analysis (Ch-3) 3 W Company Analysis (Ch-2) 5 F Competitor Analysis (Ch-18) 8 M Bloomberg Workshops (The class will meet at the trading room in the Luter Hall) 10 W 12 F Consumer Behavior (Ch-5) 15 M 17 W Topic Presentation #1: Big Data & Analytics 19 F EXAM 1 22 M SWOT & Objective Setting 24 W Topic Presentation #2: Social Media Marketing 26 F Team Day (Finalizing new product ideas for the Marketing Plan) 29 M STP Strategy (Ch-7) Oct 1 W 3 F Topic Presentation #3: Mobile Marketing 6 M Marketing Plan Workshops (Group 1, 2) 8 W Marketing Plan Workshops (Group 3, 4) 10 F Marketing Plan Workshops (Group 5, 6) 13 M Fall Recess (No Class) 15 W Product Strategies (Ch-8 & 9) 17 F 20 M Pricing Strategies (Ch-10 & 11) 22 W 24 F Topic Presentation #4: 3D-Printing 27 M No Class 29 W EXAM 2 31 F Promotion Strategies (Ch-14, 15 & 16) Nov 3 M 5 W 7 F Topic Presentation #5: Google and Marketing Techniques 10 M Marketing Plan Workshops (Group 1, 2) 12 W Marketing Plan Workshops (Group 3, 4) 14 F Marketing Plan Workshops (Group 5, 6) 17 M Placement Strategies (Ch-12 & 13) 19 W Topic Presentation #6: Facial/Voice/Gesture Recognition & Marketing 21 F EXAM 3 24 M Business Communication & Presentation Skills 26 W Thanksgiving Recess (No Class) 28 F Dec 1 M MARKETING PLAN PRESENTATIONS 3 W 5 F 12...
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...International Marketing(4545) Course Syllabus 1 Contact Information Instructor Mobile phone E-mail Course webpage Ok Yeon Pyo 010-9150-8780 nanospeed@naver.com http://blog.naver.com/nanospeed Feel free to send me an e-mail with any questions about the course or if you want to arrange an appointment. 2. Course Requirements and Grading The course grade is based on Absolute Rating. The final grade will be determined using the following weights: ① Attendance 15% Students are expected to attend class and participate in discussions, unless prevented by sickness or some other legitimate circumstances. Missing class will affect your overall understanding of marketing communications and will have a strong negative impact on the participation portion of your grade. If you know beforehand that you will miss a class, please notify me in advance. Any absence without leave won't be permitted. ② Exam 70% (midterm 35% + final 35%) This is an in-class essay exam covered throughout the entire course. The mid range is excluded from the final exam. No makeup exam will be given. Material to be covered during the exam will be announced at least one week before the exam. ③ Team Project 15% Each student is required to participate in individual or team presentation. The presentation should be conducted in English through PPT format. There’re no restrictions at all except time compliances. It should be finished within 20 minutes. 3. Course Schedule week 1 (09/03) week 2 (09/10) week 3 (09/17) week...
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... |SYLLABUS | | |School of Business | | |MKT/571 | | |Marketing | | |Murrieta Learning Center | Copyright © 2011, 2010, 2009, 2008 by University of Phoenix. All rights reserved. Course Description This course prepares students to apply marketing concepts to create and sustain customer value. Students learn to solve marketing problems in a collaborative environment. Topics include market research, customer relationships, branding, market segmentation, product development, pricing, channels, communications, and public relations. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: • University policies: You must be logged into the student website to view this document. • Instructor policies: This document is posted in the...
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...marketing 337 principles of marketing ------------------------------------------------- spring 2012 ------------------------------------------------- Class: MKT 337 04840 Time: TTH 8:00-9:15 am Location: GSB 5.142A Professor: Jae-Eun Namkoong E-mail: jae-eun.namkoong@phd.mccombs.utexas.edu Office: CBA 5.334J Office Hours: TTH 9:30-10:30 Textbook and Articles (Both are Required) * Marketing, 10th Edition; by Kerin, Hartley, Berkowitz, and Rudelius; published by Irwin/McGraw Hill (ISBN = 978-0-07-352993-6). Do not try to get by with the 9th edition. A copy of the 10th edition is on reserve in the Perry-Castañeda Library. There is also the e-Textbook option (http://www.coursesmart.com/). * Articles for class discussions are available on Blackboard: http://courses.utexas.edu. Course Objectives This course is designed to introduce business students to the fundamental aspects of marketing: how firms discover and translate customers’ needs and wants into strategies for providing products and services. For students majoring in marketing, this course is intended to provide you with a foundation on which to build subsequent marketing courses and work experience. For students majoring in other business disciplines, this course is intended to help you understand the objectives of marketers with whom you will interact professionally. For all students, the course is intended to enhance your appreciation of the different marketing activities that...
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...[pic] MARKETING 201: PRINCIPLES OF MARKETING Instructor: Derick Davis, PhD Kosar/Epstein Faculty Office Wing, Office: KE-515 Phone Office: 305.284.6145 E-mail: ddavis@bus.miami.edu Section O: Tuesday and Thursday 9:30-10:45 Stubblefield Classroom 502 Section Q: Tuesday and Thursday 12:30-1:45 Dooley Memorial Classroom 200 Section R: Tuesday and Thursday 2:00-3:15 Dooley Memorial Classroom 200 Office hours: Tuesday and Thursday 3:30-5:00 Friday 9:00 – 11:00, or by appointment Please feel free to ask questions anytime. Email is the quickest way to communicate with me. However, it is unlikely I’ll respond after 8:00 P.M. REQUIRED MATERIAL A text will be used in class. The text is Marketing, by Grewal and Levy, 4th Edition, McGraw-Hill, 2013 is available in the bookstore (ISBN 978-0-07-802900-4) at a price of $154.00 for a new book. It is highly recommended that you read the assigned reading before the class in which it will be discussed. Additionally, chapter slides and/or outlines are available on the course website. It is recommended you review and print these, bringing them to class to help you with note-taking. We will be discussing three HBR cases. You have to download them from https://cb.hbsp.harvard.edu/cbmp/access/28012946 They will be used for individual assignments and also discussed in class. The cost is around $12.00. We may also use several articles throughout this course (available on Blackboard) under Course Reserves...
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...Syllabus | | | | | |School of Business | | |MKT/571 Version 6 | | |Marketing | Copyright © 2011, 2010, 2009, 2008 by University of Phoenix. All rights reserved. Course Description This course prepares students to apply marketing concepts to create and sustain customer value. Students learn to solve marketing problems in a collaborative environment. Topics include market research, customer relationships, branding, market segmentation, product development, pricing, channels, communications, and public relations. Students may find it beneficial to refer to concepts learned in Economics. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: • University policies: You must be logged into the student website to view this document. • Instructor policies: This document is posted in the...
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...Defining the Problem _______________________________________________________________ • Properly defining the problem is the most important step in the marketing research process. • If the wrong problem is defined, all the remaining steps in the marketing research process are wrong. • Two sources of problems: – A problem exists when a gap exists between what was supposed to happen and what did happen, i.e., failure to meet an objective. – An opportunity occurs when there is a gap between what did happen and what could have happened…called an opportunity. 2 Ch 4 & WWW.HRMCC.COM _______________________________________________________________ To recognize a problem, managers must be knowledgeable of objectives and actual performance. To be aware of opportunities, managers must have a process for monitoring opportunities 3 Ch 4 & WWW.HRMCC.COM The Role of Symptoms in Problem Recognition _______________________________________________________________ • Managers must be careful to avoid confusing symptoms with problems. – “We have a problem … we are losing money” • Symptoms are changes in the level of some key monitor that measures the achievement of an objective. • The role of the symptom is to alert management to a problem; there is a gap between what should be happening and what is happening. 4 Ch 4 & WWW.HRMCC.COM The Role of the Researcher in Problem Definition • Researchers should ensure managers are defining the problem correctly. • This...
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... | | |College of Social Sciences | | |PSY/322 Version 2 | | |Consumer Psychology and Research | Copyright © 2010, 2009, 2008 by University of Phoenix. All rights reserved. Course Description This course focuses on consumer behavior and marketing research. Topics include the cognitive processes underlying consumer choice, descriptive consumer characteristics, and environmental consumer behavior. This course emphasizes the implications of consumer behavior on domestic and global marketing communications. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: • University policies: You must be logged into the student website to view this document. • Instructor policies: This document is posted in the Course Materials forum. University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your...
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...MBA 6050 Marketing Management and Strategy College of Business Administration Bowling Green State University Spring 2014 Instructor: Dr. David A. Reid Phone: (419) 372-3410 Office: 285 Business Administration Building Fax: (419) 372-8062 E-Mail: dreid@bgsu.edu Class Hours: MW 1:30 - 2:45 p.m. (in BA116) Office Hours: MW 12:30 - 1:15 p.m.; 3:00 – 4:15 p.m., and other times by appointment “Marketing…is the whole business seen from the point of view of its final result, that is, from the customer’s point of view. Concern and responsibility for marketing must, therefore, permeate all areas of the enterprise.” - Peter F. Drucker, People and Performance, 1977 Required Textbook • Managing Marketing in the 21st Century: Developing and Implementing the Market Strategy, 3rd ed., by Noel Capon (www.axcesscapon.com, 2012). Available through www.axcesscapon.com (as a PDF file or in paperback), as well as Amazon.com or BN.com in either paperback or electronic format and in paperback through the University Bookstore. Required Cases • Harvard Business School Cases: listed in course outline. Cases are available for purchase online through Harvard Business School Press (Coursepack Link for purchasing cases listed below with list of cases). Introduction and Overview In their never-ending search for the ultimate secret to business success, many businesses continue to overlook the most fundamental premise of all business. While their search for...
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...York University Schulich School of Business Marketing Department MKTG 2030 – Winter 2014 – Marketing Management – Sections R, S, T Instructor: Linda Reeser (lreeser@schulich.yorku.ca) Section R: Tuesday 8.30-11.30am – N107 Office: N304. Section S: Tuesday 2.30-5.30pm – N107 Office hours: Tuesday 12-2 or by appointment Section T: Thursday, 2.30-5.30pm – N107 Description Marketing involves satisfying consumer needs and desires with the right product/service, priced at the right level, promoted to the right customers in ways that motivate purchase, and making them available through the right distribution channel. This course represents an introduction to the field of marketing and will focus on the key marketing issues faced by typical consumer-focused companies Objectives 1. To introduce the concepts, analyses and activities that comprise marketing. 2. To provide methods and exercises in assessing and solving marketing problems 3. To reinforce and develop skills critical for business practice. While learning to plan and conduct analyses, and write formal reports to management, students also have the opportunity to work with each other in groups to solve business problems. 4. To communicate your creative ideas effectively, in both written and oral contexts. Required 1. Text: Marketing, Real People, Real Decisions, by Solomon, Marshall, Stuart, Smith, Charlebois, Shah, 4th Canadian edition (Pearson Prentice-Hall, ISBN 978-0-13-262631-6)...
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...Course Duration: 33 sessions of 75 minutes (1hr 15mins) each. 2. Course Details A. Course Objective To provide concepts of quantitative techniques that help managers in decision making process and to build the foundation for courses like Operations Management, Marketing Management and Portfolio Management. B. Instruction Methodology: Case Discussions The students are advised to go through the specified cases along with the specified material for a particular day. C. Suggested Titles (Text and Reference) REFERENCE BOOKS Statistics for Management (Main Text) Quantitative Techniques for Management Decisions Quantitative Methods for Business Business Statistics Quantitative Analysis for Management Complete Business Statistics Statistical Methods AUTHOR / PUBLICATION Richard I. Levin, David S. Rubin - Prentice Hall of India Private Limited, New Delhi. U K Srivastava, G V Shenoy and S C Sharma - New Age International, New Delhi David R Anderson, Dennis J Sweeny and Thomas A Williams - Thomson Learning, New Delhi David M Levine, Timothy C Krehbiel and Mark L Berenson - Pearson Education. Delhi. 2004 Barry Render and Ralph M Stair - Prentice Hall. New Delhi 2002 Amir D Aczel & Jayavel Sounderpandian Digambar Patri & D N Patri 3. Code of Conduct Students are expected to follow the IBS code of conduct regarding attendance and behavior. A. Attendance Students must strictly adhere to the class timings. In order to be able to write the final examination students must maintain at least 60%...
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...Ch. 1 Marketing-a philosophy, attitude, perspective or mgt. orientation that stresses customer satisfaction. Organizational function & set of processes used to implement this philosophy. Mgt. Philosophies -Product: internal capabilities of firm vs desires/needs of market. Whats the best product? -Sales: people will buy more if aggressive sales techniques are used. -Market: focus on customer wants/needs. Achieve LT goals -Societal Marketing: some products customers want may not be in best interest Sales v Market Orientation -Organizations Focus: Sales: focuses on selling what the firm makes rather than making what market want. Market: customer wants and needs -Firms business: -Sales: product-Market: customer’s benefits -Those to whom the product is directed: Sales: everybody, the average customer Market: specific groups of people -The firm’s primary goal: Sales: profitability through sales volume. Don’t care whether or not you need it Market: achieve profit by meeting customer’s needs -Tools the organization uses to achieve its goals: Sales: promotion, personal selling, and advertising Market: create, communicate and deliver superior customer service and value Ch. 2 Strategic Planning- Managerial process of creating and maintaining a fit between the organizations objectives and resources and the evolving market opportunities. Focuses on LT growth Strategic Business Units (SBUs)- a number of very different businesses that a larger company manages. -SUBs have:...
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...Ali Page International Marketing 18 January 2016 1.) Carolina Herrera began in 2000 when fashion designer Carolina Herrera signed a commercial licensing contract with Company Sociedad Textil (STL). STL originated in 1997 in the Spanish market selling different apparel to men in women in the medium-term development of the worldwide market. Carolina Herrera’s business model was to sell to those with a high purchasing power. The quality would be at a high level as well as exclusive design products. STL and CH’s contract would allow for the start up of worldwide expansion of her firm. 305 stores have been opened in 23 countries. STL has a unified, quasi-integrated and global management model, permitting a large degree of verticalization. Technically it is not a “Just-in-time production system”. Instead, it is classified as a quick response system. 2. CH’s internationalization process began in 2002 with the opening of its Miami store. It’s most current important markets are the United States and South America. By 2010, the brand had expanded to 23 countries and the majority of it’s total sales were from international sales. Her fame quickly spread throughout the United States and South American countries due to her nationality and her line dedicated to the fashion capital of the United States, New York. 3. The company changed the management model to facilitate the internationalization process because growth had become limited in the domestic market. 4. Internationalization...
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...Book: a. Week 2: - Core text Ch.7 (pp.192-221) b. Week 4a: - Core text Ch. 3 (pp. 60-84) c. Week 5a: - Core Text Ch. 13 pages 402-405 d. Week 7ab: - Core text Ch.14 (pp.433-438) - Core text (2008) pp. 13-15 and 60-61 e. Week 9ab: - Core text Ch. 14 & 15 - Core text Ch 16 pp.482-504 f. Week 11: - Core Text, Chapter 19, Pages 592-606 II. Other Book: a. Week 3a3b: - Read Moffet, M., Stonehill, A. & Eiteman, D. (2006) Fundamentals of Multinational Finance, Chapter 11, 12 & 13. - Deutsche Banks Global Registered Shares (pp.332-333). - Tirstup Biomechanics (Denmark): Raising Dollar Debt (pp.357-359) b. Week 5b - Sanyal (2001). International Management: A Strategic Perspective (Prentice Hall), Ch.2, pp.66-77 c. Week 6ab: - Read Moffet, M., Stonehill, A. & Eiteman, D. (2006) Fundamentals of Multinational Finance, Chapter 20 & Read Stanley Works & Corporate Inversion (pages 541-545) d. Week 7a 7b: - Moffat, Stonehill & Eiteman (2006). Fundamentals of Multinational Finance, Ch.19 - Gardner & Weirich (1992). Business Investigations: How CFOs can manage risk through information, Journal of Corporate Accounting & Finance, Vol.10, Issue 1, (pp.129-139). - Madura & Fox (2007). International Financial Management, Ch. 19, pp.652, 659-661 e. Week 8a : - Chetty, S. & Campbell-Hunt, C. (2004) ‘A Strategic Approach to Internationalization: A Traditional Versus a “Born-Global” Approach’, Journal of International Marketing, 12 (1), pp. 57-81. - Knight, G...
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