Introduction to Marketing

Transcription

1 MKET200 Introduction to Marketing Basic Information Instructor Name Home Institution Raymond Pirouz University of California Irvine Course Description Introduction to Marketing offers students a comprehensive understanding of what it takes to analyze, plan for, target, communicate and deliver value to marketplaces in the modern era. The course builds a solid foundation with an overview of marketing and layers that with key issues related to strategic planning, consumer decision making, segmentation and targeting, marketing research, supply chain management, retailing, marketing communications, advertising, social media, pricing and more. Student comprehension of the course material is evaluated through a final exam. Additionally, throughout the course, students work individually and in groups to solve in-class exercises challenging them to articulate key learnings, applying course material to solving real-world marketing problems. Course hours The course has 20 lectures and 8 seminars/exercise classes in total. Each class session is 120 minutes in length. The course meets from Monday to Friday. Each course has a total of 56 class hours (4 credit hours). Textbook MKTG, 11th Edition Charles W. Lamb; Joe F. Hair; Carl McDaniel ISBN-10: Grading Policy Participation & Engagement 40% Final Exam 60% TOTAL 100%

2 Course Schedule (Summer ) Session Session 1 July 13, Topics Covered / Activity What Is Marketing? Marketing Management Philosophies Differences Between Sales and Market Orientations Why Study Marketing? Session 2 July 14, The Nature of Strategic Planning Strategic Business Units Strategic Alternatives Defining the Business Mission Conducting a Situation Analysis Competitive Advantage Setting Marketing Plan Objectives Describing the Target Market The Marketing Mix Following Up on the Marketing Plan Effective Strategic Planning Session 3 July 16, Determinants of a Civil Society The Concept of Ethical Behavior Ethical Behavior in Business Corporate Social Responsibility Arguments for and Against Social Responsibility Cause-Related Marketing Session 4 July 17, The External Marketing Environment Social Factors Demographic Factors Growing Ethnic Markets Economic Factors Technology and Innovation Political and Legal Factors Competitive Factors Session 5 July 18, Rewards of Global Marketing and the Shifting Global Business Landscape Multinational Firms External Environment Faced by Global Marketers Global Marketing by the Individual Firm The Global Marketing Mix The Impact of the Internet Session 6 July 19, The Importance of Understanding Consumer Behavior The Traditional Consumer Decision-Making Process Postpurchase Behavior Types of Consumer Buying Decisions and Consumer Involvement Reconceptualizing the Consumer Decision Making Process Cultural Influences on Consumer Buying Decisions Social Influences on Consumer Buying Decisions Individual Influences on Consumer Buying Decisions Psychological Influences on Consumer Buying Decisions

3 Session 7 July 20, What Is Business Marketing? Trends in B-to-B Internet Marketing Relationship Marketing and Strategic Alliances Major Categories of Business Customers The North American Industry Classification System Business versus Consumer Markets Types of Business Products Business Buying Behavior Session 8 July 23, Markets and Market Segments The Importance of Market Segmentation Criteria for Successful Segmentation Bases for Segmenting Consumer Markets Bases for Segmenting Business Markets Steps in Segmenting a Market Strategies for Selecting Target Markets CRM as a Targeting Tool Positioning Session 9 July 24, The Role of Marketing Research Steps in a Marketing Research Project The Profound Impact of the Internet on Marketing Research The Growing Importance of Mobile Research Scanner-Based Research When Should Marketing Research Be Conducted? Competitive Intelligence Session 10 July 25, What Is a Product? Types of Consumer Products Product Items, Lines, and Mixes Branding Packaging Global Issues in Branding and Packaging Product Warranties Session 11 July 26, The Importance of New Products The New-Product Development Process Why Some Products Succeed and Others Fail Global Issues in New-Product Development The Spread of New Products Product Life Cycles Session 12 July 27, The Importance of Services How Services Differ from Goods Service Quality Marketing Mixes for Services Relationship Marketing in Services Internal Marketing in Service Firms Nonprofit Organization Marketing Global Issues in Services Marketing Session 13 July 30, Supply Chains and Supply Chain Management Supply Chain Integration TheKeyProcessesofSupplyChain Management Sustainable Supply Chain Management Trends in Supply Chain Management Marketing Channels and Channel Intermediaries Channel Structures OmnichannelversusMultichannel Marketing

4 Session 14 July 31, The Importance of Retailing Types of Retailers and Retail Operations The Rise of Nonstore Retailing Retail Operations Models Executing a Retail Marketing Strategy Retailing Decisions for Services Addressing Retail Product/Service Failures Retailer and Retail Customer Trends and Advancements Session 15 August 1, The Role of Promotion in the Marketing Mix Marketing Communication The Goals of Promotion The Promotional Mix Promotional Goals and the AIDA Concept Integrated Marketing Communications Factors Affecting the Promotional Mix Session 16 August 2, The Effects of Advertising Major Types of Advertising Creative Decisions in Advertising Media Decisions in Advertising Public Relations Sales Promotion Session 17 August 3, The Sales Environment Personal Selling Relationship Selling Steps in the Selling Process Sales Management Customer Relationship Management and the Sales Process Session 18 August 6, What Are Social Media? Creating and Leveraging a Social Media Campaign Evaluation and Measurement of Social Media Social Behavior of Consumers Social Media Tools: Consumer- and Corporate- Generated Content Social Media and Mobile Technology The Social Media Plan Session 19 August 7, Group Presentations

5 Session 20 August 8, Final Code of Academic Integrity You must familiarize yourself with the Code of Academic Integrity at Beijing Jiao Tong University. It is your responsibility to ensure that your behavior is not in violation of this code. You must observe the policies regarding various forms of academic dishonesty. The following statement about academic dishonesty has been provided by Beijing Jiao Tong University: Activities that have the effect or intention of interfering with education, pursuit of knowledge, or fair evaluation of a student s performance are prohibited. Academic dishonesty will not be tolerated and may be handled by the Office of Student Conduct. Moreover, inappropriate activity during exams (e.g., consulting notes or other students) may result in a zero on the exam and will be submitted to the Office of Student Conduct. As a student in this course, you will be held accountable for your actions.