Mkt. 252 Principles of Marketing

Size: px
Start display at page:

Download "Mkt. 252 Principles of Marketing"

Transcription

1 Mkt. 252 Principles of Marketing Fall Trimester 2009 Saturdays 8:30-12:00 Noon Professor: Fekri Meziou, Ph.D. Please use your Moodle site each time you correspond with the instructor so that your full name, course number AND section/meeting times appear in your . Office: 315A Memorial. Office Hours: Saturdays 12:00-1:00 PM or by appointment Textbook: Marketing: The Core. Kerin, Hartley, and Rudelius. McGraw-Hill, 3r d ed. You can also purchase an electronic copy of this book at a reduced price from the publisher Course Objectives: The objectives of this course are: (1) To provide each student with an understanding and a critical examination of the core concepts of marketing, the marketing management function, and the environment within which it operates. (2) To understand how marketing decisions are planned, implemented, and controlled. (3) To provide a conceptual foundation for those students who plan to do advanced work in marketing. (4) To make this course a dynamic and relevant learning experience. Course Methodology: This course will be conducted on a lecture-discussion basis. Student participation is strongly encouraged. Lecture periods will amplify the information contained in the text and will deal with recent marketing issues. Some assigned material may not be discussed in class. Conversely, some lecture discussion may not otherwise appear in text. Grading/Evaluation Criteria: Your course grade will be based on scores earned from the midterm, final exam, and term project. The exams will be used to assess the student s grasp of marketing concepts gained from textbook, course discussions, articles, and other readings assignments. The details of the project appear on this syllabus and will be discussed further in class. Activity Points Midterm Exam 100 Final Exam 100 Term Project P age

2 Grades will be distributed based on total points earned as follows: 276+ points Less than P age

3 Course Outline Meeting Date Topics Chapters September 12. Course Introduction and Overview Nature and History of the Marketing Concept 1 The Marketing Environment 3 September 26. Consumer Buying Behavior 5, 6 Market Research 8 October 10. Market Segmentation 9 Strategic and Market Planning 2 October 24. Mid-Term Examination November 7. New Product Development Process 10 Marketing Decisions during Product Life Cycle 11 November 21. Pricing Theory and methods 12 The Role of Promotion in Marketing 15 December 5. Advertising, Sales Promotions, and publicity 16 Personal Selling and Physical Distribution 17, 13. December 12*. Final Exam. Course Project due (no late papers will be accepted). * Indicates one week between classes Notes: 1. The instructor reserves the right to modify the course requirements, assignments, grading procedures, and other course-related policies as circumstances so dictate. 2. Due to small number of class meetings, students must attend at least five lectures in order to receive any credit for the course. All students must attend the first day of classes in order to be fully introduced to course topics and course requirements. 3. Unless there are major compelling reasons, students must take the midterm and final exam on the scheduled date. 3 P age

4 Course project New Product Introduction Fully analyze and describe a recent new product launch which has occurred within the past 12 months. This assignment is due on December 6. Late papers will not be accepted since you will be graded based on the best paper submitted. The report should be between 7 and 10 pages in length double-spaced. A sample paper that shows format and organization of report will be posted on Moodle. New products can be identified from new product announcements in business publications, advertising, company web sites, or simply by talking to a retailer about new product introductions. The major components that must be researched and addressed in this assignment include, but are not necessarily limited to: Briefly describe the organization launching this new offering, including: What business is the company in? What is their mission, if known? What current products and brands does the company offer? Is the new product introduction an extension of current product offerings or does it set the company in a new direction? Describe and discuss the launch strategy: What are the marketing environmental variables that encouraged the firm to launch this new product? For example, are there new technologies that have emerged which made the development or the manufacturing of this product possible? Or could there be some sociological and cultural variables (emphasis on youth and health) that drove the organization towards launching the new product(s). Consider all possible environmental forces that may have led to this product introduction. Refer to chapter 3 of textbook and to our class discussion. What is the target market for the new product? Provide a complete profile of this segment. Refer to our class discussion of the subject. What are some of the unmet needs, if any, that are being satisfied by this product? Provide a complete description, pictures, sketches, etc. of the product. What distinct benefits does it offer? Describe the pricing strategy being used during the introduction stage of the product (high, medium, or low price point in comparison to alternatives). Does the pricing strategy offer real value to the customer? How is the product currently being distributed? Are the channels of distribution currently used suitable for the launch of the product? 4 P age

5 Describe the promotion activities (advertising, sales promotions, publicity, and personal selling efforts) in order to secure a successful launch of the product? Reflect on the future prospects for the product: Is the product currently successful or unsuccessful? Explain why or provide reasons why. What are the future prospects of the product? Are there any recommendations you may have for the company on what to do differently? Do you have any advice for the company on future launches based upon your research and analysis? Organization of your Paper/Report (see also sample project posted on Moodle) Your term paper should include the following sections in this order: 1. Cover page with your name and course number. 2. Executive summary that describes the major points of your paper. This should not exceed one page. 3. Table of contents with corresponding page number for each section of your paper. 4. Introduction 5. The body of your report. Each element of the marketing mix in the body should be separated by a heading or subheading. In other words, the major questions of the assignment should be addressed here. 6. Conclusion and Recommendations. 5 P age