Concepts of Marketing JOMC Maymester 2014 (Posted )

Transcription

1 Cncepts f Marketing JOMC Maymester 2014 (Psted ) Instructr: Dr. Heidi Hennink Kaminski Class: M F 9:00am 12:15pm; CA 283 Office: 361 Carrll Hall Office Hurs: M/T 12:30 1pm and by appt. h2kamins@unc.edu Web Site: Nte: The curse syllabus is a general plan fr the curse; changes annunced t the class by the instructr may ccur. Curse Descriptin This curse is designed fr students anticipating careers in advertising, public relatins, r related areas and teaches the vcabulary and basic cncepts f marketing as it will be practiced, emphasizing the rle f marketing cmmunicatin. Required Materials Marketing: An Intrductin (11 th editin) by Gary Armstrng and Philip Ktler ISBN 13: Assigned Sakai Readings Nte: I will prvide yu with a list f terms that yu will need t knw fr the exams. We will cver thse terms in class lecture, but yu will als need t refer t infrmatin in the textbk as yu study fr the exams. The case studies in the bk will be particularly helpful in illustrating the cncepts. Sakai I will use a Sakai website t rganize class dcuments and pst them fr yu t dwnlad. Yu can reach the lgin page at sakai.unc.edu. Yu will need yur Onyen and passwrd t lg in. The site will be psted later this afternn. Curse Overview & Objectives This curse is a survey curse designed t help yu understand what marketing is, what marketing peple d, and hw they interact with ther crprate functins such as manufacturing, distributin, and research and develpment. It is very similar t the marketing curse ffered in the Schl f Business. Hwever, the curse at Kenan Flagler is taught with the assumptin that students will becme prduct managers r brand managers r smething similar n the crprate business administratin side. The assumptin we make here is that yu are mre riented tward marketing cmmunicatins and that yu are as likely t wrk fr an agency r media cmpany as yu are fr a gds and services prvider. As a result, we will spend less time n tpics such as physical distributin and inventry management and explre in mre depth the rle and functin f marketing cmmunicatin in every part f the business prcess. In the past, advertising and public relatins prfessinals were ften perceived as tacticians ther peple made the strategic decisins abut what was t be cmmunicated, t whm and why. All that has changed. Marketing cmmunicatin prfessinals tday are expected t take a much mre active rle in the whle marketing prcess. Yu will be held accuntable nt just fr yur functinal prficiency, but als fr making measurable cntributins t yur cmpany s r client s business grwth and prfitability. That s why this curse has been added t the JOMC curriculum. 1

2 This curse is ideal fr anyne wh aspires t be an advertising r marketing public relatins manager fr either a cnsumer prducts marketer (e.g. Prcter & Gamble) r a business t business cmpany (e.g., IBM) r an accunt service manager fr an advertising r public relatins agency. It is als relevant t smene wh wants t run his r her wn business smeday. Peple wh want t wrk fr nn prfit rganizatins will als be able t use what is taught in the curse sliciting cntributins requires marketing thinking, as will thse in the field f public health wh want t market" healthy behavirs. Finally, it is als helpful fr thse wh want t wrk in creative. Understanding what the client is trying t accmplish (and why) will increase yur chances f ding wrk that nt nly wins awards, but cntributes t the bttm line and therefre helps the agency t keep the accunt. By the end f this curse yu will: Understand marketing s rle in strategic planning and hw marketers wrk with upstream and dwnstream partners t create and deliver custmer value. Knw hw t design a custmer driven marketing strategy and marketing mix. Understand the elements f the marketing mix (prductin, prmtin, pricing and distributin). Understand the majr factrs that influence cnsumer behavir. Understand the similarities and differences between prduct/service marketing and scial marketing. Apply marketing cncepts t a business case study. Curse Frmat After the intrductry class sessin, each class perid will be brken dwn as fllws: A: 9:00 9:15am Zinger Cards B: 9:15am 10:05am Cntent Area 10:05am 10:15am 10 minute break C: 10:15 11:05am Cntent Area 11:05 11:15am 10 minute break D: 11:15am 12:15pm Applicatin/Team Prject Wrk Requirements fr the Curse Attend all classes. Make a five minute presentatin relating a current trade article t marketing cncepts cvered in class. Cmplete a midterm and final exam that tests knwledge f cncepts and yur ability t apply them t real wrld business scenaris. Wrk with a team in class t create a marketing plan fr a fictitius prduct r service. Class Attendance and Participatin I reserve the right t reward quality class participatin and attendance. I reserve the right t penalize excessive absence and class disruptin. It is the respnsibility f the student t gain access t handuts and ntes if a class is missed withut excuse. Exams There are tw exams during the semester. The mid term and final exam will include multiple chice and shrt essay questins. The final exam will require yu t integrate cncepts frm the entire curse. Zinger Cards Each student will be asked t draw an index card that includes a date and a marketing cncept. Each day, tw students will each make a 5 minute presentatin t the class summarizing a shrt trade article and hw it exemplifies a cncept cvered in the curse. Write the title f the article, date, publicatin, and page number n the back f yur index card and turn it in the mrning f yur presentatin. Stries/examples must be n mre than ne mnth ld t cunt. Here are sme places t lk: 2

3 G t and subscribe t Marketing Daily RSS feed. Fast Cmpany Frtune Magazine Business Week Marketplace sectin f The Wall Street Jurnal Adweek Advertising Age Grading Plicy N substitute dates will be given fr exams. Evaluatin cmpnents will be weighted as fllws: Midterm Exam 30% Final Exam 30% Zinger Presentatin 15% Marketing Plan/Grup 25% TOTAL 100% Grading Scale: A = % C+ = 77 79% F = <66% A = 90 92% C = 74 76% B+ = 87 89% C = 70 73% B = 84 86% D+ = 67 69% B = 80 83% D = 60 66% JOMC Values: The Schl f Jurnalism and Mass Cmmunicatin s accrediting bdy utlines a number f values yu shuld be aware f and cmpetencies yu shuld be able t demnstrate by the time yu graduate frm ur prgram. N single curse culd pssibly give yu a slid grasp f all f these values and cmpetencies, but cllectively, ur classes are designed t build yur abilities in each f these areas. Yu can learn mre abut them here: Hnr Cde: It is expected that each student will cnduct himself r herself within the guidelines f the University hnr system ( All academic wrk shuld be dne with the high levels f hnesty and integrity that this University demands. Yu are expected t prduce yur wn wrk in this class, which includes utside writing assignments. Use f frmer students writing assignments cnstitutes a breach f the hnr cde and will be dealt with accrdingly. If yu have any questins abut yur respnsibility r yur instructr s respnsibility as a faculty member under the Hnr Cde, please see the curse instructr r Senir Assciate Dean Chris Rush, r yu may speak with a representative f the Student Attrney Office r the Office f the Dean f Students. Seeking Help: If yu need individual assistance, it is yur respnsibility t meet with the instructr during ffice hurs r t set up an appintment fr anther time. If yu are serius abut wanting t imprve yur perfrmance in the curse, the time t seek help is as sn as yu are aware f the prblem whether the prblem is difficulty with curse material, a disability, r an illness. Diversity: The University s plicy n Prhibiting Harassment and Discriminatin is utlined in the UndergraduateBulletin In summary, UNC is cmmitted t prviding an inclusive and welcming envirnment fr all members f ur cmmunity and des nt discriminate in ffering 3

4 access t its educatinal prgrams and activities n the basis f age, gender, race, clr, natinal rigin, religin, creed, disability, veteran s status, sexual rientatin, gender identity, r gender expressin r disabilities. Special Accmmdatins: If yu require special accmmdatins t attend r participate in this curse, please let the instructr knw as sn as pssible. If yu need infrmatin abut disabilities visit the Department f Disability Services website at r call (919)

5 Cncepts f Marketing/Maymester 2014 Tentative Class Schedule (Psted ) Class Tpic/Deliverables Text/Readings Tuesday, May 13 A: Intrductin t the Curse B: Marketing Strategy 101 Vide Case: Zapps C: Strategic Planning 101 Vide Case: OXO A&K: 1 & 2 Wednesday, May 14 Thursday, May 15 Friday, May 16 Mnday, May 19 Tuesday, May 20 Wednesday, May 21 Thursday, May 22 Friday, May 23 A: Team Building & Grup Prject Overview B: Understanding the Marketing Envirnment Vide Case: Ecist C: The Marketing Infrmatin System Vide Case: Dmin s Pizza D: Team Assignment: Case Scenari A: Zingers 1 & 2 B: Cnsumer Behavir & Research Vide Case: Gdwill C: What yu knw and what yu need t find ut? D: Grup Prject: Target Secndary Research A: Zingers 3 & 4 B: Marketing Strategy Segmentatin & Targeting C: Marketing Strategy Differentiatin & Psitining Vide Case: Bstn Harbr Cruises D: Grup Prject: Target Primary Research Exam 1: Marketing Strategy A: Zingers 5 & 6 B: Prduct Strategy Vide Case: C: Branding Strategy Vide Case: D: Grup Prject: Target Primary Research A: Zingers 7 & 8 B: New Prduct Develpment Vide Case: Subaru C: Pricing Strategy Vide Cases: Hammerpress D: Grup Prject: Target Marketing Strategy A: Zingers 9 & 10 B: Value Delivery Netwrk Vide Case: Gavina Gurmet Cffee C: Retailing & Whlesaling Vide Cases: HSN D: Grup Prject: Target Prduct/Brand Strategy A: Zingers 11 & 12 B & C: IMC, POE (Guest Lecturer Kevin Nathansn) D: Grup Prject: Target Pricing Strategy & Distributin Strategy A&K: 3 & 4 A&K: 5 A&K: 6 A&K: 7 A&K: 8 & 9 A&K: 10 & 11 Sakai: The Cnverged Media Imperative Mnday, May 26 Hliday N Class 5

6 Tuesday, May 27 Wednesday, May 28 Thursday, May 29 Friday, May 30 A: Zingers 13 & 14 B & C: Prmtinal Strategy Vide Case: OXO Vide Case: Nudie Vide Case: HSN D: Grup Prject: Target Prmtinal Strategy A: Zingers 15 & 16 Grup Prject Presentatins A: Zingers 17 & 18 B: Putting it all tgether: Canada Gse Case C: Review Final Exam, 9am t 12pm A&K 12, 13, 14 Sakai: Canada Gse Sakai: Metabical Case 6