MK 3010: Basic Marketing Spring 2011 Tu-Th 11 A.M. 12:15 P.M. 331 ALC

Transcription

1 MK 3010: Basic Marketing Spring 2011 Tu-Th 11 A.M. 12:15 P.M. 331 ALC Note: This is a sample syllabus for reference of Cairo University faculty member. Please contact Professor Hassan El Alfy for more information. I. TEXT Marketing: An Introduction, Gary Armstrong and Philip Kotler, Pearson Prentice Hall, 10/e, ISBN: ; GSU Pack: PowerPoint slides can be downloaded from myrobinson. All slides will be posted online by the end of day before the class, at the latest. II. INTRODUCTION Basic Marketing is a semester long course which will introduce students to marketing. It starts with defining marketing and the marketing process. This is followed by an understanding of the environment that marketers operate in and consumer and business buying behavior. Once marketers have a good understanding of their environment and buying behavior, the focus will move towards deciding which target markets to serve and then to developing product, price, channel, and promotion strategies in order to create value for these target markets. Finally, issues such as marketing in a digital age, the global marketplace, and marketing and social responsibility will be discussed. III. COURSE OBJECTIVES Upon successfully completing the course you should be able to: IV. 1. Define marketing and the marketing process. 2. Describe how the various social, political, legal, economic and cultural factors affect marketers. 3. Explain the importance of understanding consumer and business buying behavior. 4. Design a customer-driven marketing strategy, including an appropriate marketing mix. 5. Understand the need to build strong relationships with customers and marketing partners. 6. Understand how marketers need to harness marketing technology, take advantage of global opportunities, and act in an ethical and socially responsible way. COURSE ORIENTATION 1

2 You will study the interrelationship between theory and practice as applied to marketing. Through your study of marketing you will acquire the fundamental skills necessary for continuing the study of marketing in advanced courses. Each major topic in this course, marketing research, consumer behavior, business-to-business marketing, advertising, personal selling, etc. represents an elective course you can take after successfully completing this course. V. GRADING PROCEDURE Exams will be graded according to the following percentages in the calculation of the course grade: Exam 1 25% Exam 2 25% Final Exam 20% Marketing Plan 20% Class Participation 10% 100% GRADES The letter grades will be based on the following numerical grades: A+ 95% and up A 90% % A- 89% % B+ 85% % B 80% 84.9% B- 79% % C+ 75% % C 70% % C- 69% % D 60% % F 59.9% and below 2

3 VI. TENTATIVE COURSE OUTLINE Date Topic Chapter(s) January 18 Course Orientation Marketing: Creating and Capturing Customer Chapter 1 January 20 Marketing: Creating and Capturing Customer Chapter 1 January 25 Company and Marketing Strategy Chapter 2 January 27 Company and Marketing Strategy Chapter 2 February 1 Analyzing the Marketing Environment Chapter 3 February 3 February 8 February 10 February 15 Managing Marketing Information to Gain Customer Insights Managing Marketing Information to Gain Customer Insights Understanding Consumer and Business Buyer Behavior Understanding Consumer and Business Buyer Behavior Chapter 4 Chapter 4 Chapter 5 Chapter 5 February 17 Exam 1 Chapters 1-5 February 22 February 24 March 8 March 10 Customer-Driven Marketing Strategy: Creating for Target Customers Product, Services, and Brands: Building Customer Product, Services, and Brands: Building Customer Developing New Products and Managing the Product Life-Cycle Chapter 6 Chapter 7 Chapter 7 Chapter 8 3

4 March 15 March 17 March 22 Developing New Products and Managing the Product Life-Cycle Pricing: Understanding and Capturing Customer Pricing: Understanding and Capturing Customer Chapter 8 Chapter 9 Chapter 9 March 24 Marketing Channels: Delivering Customer Chapter 10 March 29 Marketing Channels: Delivering Customer Chapter 10 March 31 Exam 2 Chapters 6-10 April 5 Retailing and Wholesaling Chapter 11 April 7 April 12 April 14 April 19 April 21 Communicating Customer : Advertising and Public Relations Communicating Customer : Personal Selling and Sales Promotion Communicating Customer : Personal Selling and Sales Promotion Direct and Online Marketing: Building Customer Relationships Sustainable Marketing - Social Responsibility and Ethics Chapter 12 Chapter 13 Chapter 13 Chapter 14 Chapter 16 April 28 Final Exam, 10:45 A.M. -12:45 P.M. Chapters 11-14; 16 4

5 VII. IMPORTANT POLICIES AND PROCEDURES 1. I will use myrobinson to communicate with you. Please make sure that you check the course page on MyRobinson regularly. Also, please check your student regularly. 2. If you are not a B.B.A. student, you do not need any prerequisite for this course. However, if you are a B.B.A. student, you may not register for MK 3010 until you have passed Econ 2106 with degree credit. 3. Exams follow an objective format (multiple choice). You will be asked to pick the best answer from among those presented. Exams will sample about evenly from both the general concepts and the details, definitions and applications presented in the text and in class. Although classroom lectures will serve to highlight and reinforce key topics and issues, they are not intended to replace your textbook. It is critical that you read and comprehend all assigned materials prior to the corresponding exam session. Thus, a firm grasp of the textbook materials, lectures, and in-class discussions are necessary for mastery of the exams. If you arrive late for an exam, you will only have the remaining minutes of the regular class time to complete the exam. That means when the class ends you must turn in your exam. No makeup exams will be given. A student who cannot take an exam because of a legitimate excuse must notify me prior to the exam. If you cannot reach me, leave a message with the departmental secretary. Please provide proof of your inability to take the exam. Any failure to do so will result in a zero. If you have a legitimate excuse, the grade on your next exam will apply to the missed exam. Examples of legitimate excuses include an illness, business, death in family, etc. In each case, I need the appropriate proof such as a note from the doctor, supervisor, or family member. All other situations will be examined on a case by case basis. Several other important points should be kept in mind: (a) Please bring your GSU student identification card to each exam. I may check your identification when you submit your exam; you may not be allowed to take the exam if you do not have your id card to show; and (b) Please bring a #2 pencil, an eraser, and calculator to each exam. 4. I do not take attendance, but I strongly urge you to attend class. Over the semester, I will collect in-class exercises that will count towards your class participation grade. If you are not in class, you will not be able to submit the exercise and will get a zero for it. 5. You are free to talk in class; to contribute; to ask questions; to seek clarification; to make comments, suggestions, and even wisecracks. On the other hand private conversations are not only discouraged, they are just not acceptable. If you re talking with your neighbors, those students really trying to learn generally cannot hear what s going on in 5

6 the class and miss out on stuff that s really important and miss stuff that can be on the exam. Also, during class, I expect people to not be a distraction to the rest of the class. This includes: having cell phones off, not texting during class, or using any computing device for uses unrelated to course content. It would be correct to interpret this to mean that quietly texting/messaging in the back of the classroom is unacceptable. 6. Although I will try to maintain the class schedule, I may need to make adjustments as needed. 7. Please feel free to reach me by phone or for any help that you need. 9. A student will not be given the grade "I" unless circumstances occur which prevent the student from completing only a small segment of the course, i.e., the final examination. For a student to receive a grade of "I", he or she must be doing satisfactory work up to the point that he/she could not continue. Arrangements must be made with me to remove the "I" within a reasonable time period, subject to College of Business Administration and University policies. 9. Your constructive assessment of this course plays an indispensable role in shaping education at Georgia State. Upon completing the course, please take the time to fill out the online course evaluation. VIII. MARKETING PLAN The Marketing plan will be conducted in groups of 4 students. (One group may need to have 5 students.) With your team, you will conceptualize, research, and write a marketing plan for a small local business or for a new business/product of your own imagination. The plan will include all elements outlined on page 56 of your book. The plan is discussed on pages and a sample plan is also provided in Appendix 1. Please provide me the names of your team members by January 25. Also, please provide me the name of your business/product by February 8. The Marketing plan should be no longer than 15 pages, double spaced, 12 cpi font and professional (i.e., proper page numbering, use of headings and subheadings, good flow, no typos, good grammar, etc.) Cite all references in the body and present a list of references at the end of the paper. When forming your teams for your Marketing plan, use the following guidelines: (a) Teams should be heterogeneous on job description, gender, race, place of birth, etc. This maximizes alternative viewpoints; (b) Teams should be homogeneous on available meeting times. This maximizes available meeting times; (c) Team members should have similar views on what constitutes reasonable course effort. This minimizes potential 6

7 conflict within the group. Each team member must participate in the Marketing plan project. However, it is up to the team to decide how you divide the work. No free riders are permitted. If you are experiencing any problems with your team, talk to the other team members first. If this does not resolve the problem, please see me as soon as possible. I will meet with the entire group and resolve the problem. My discussion will not impact anyone s grade. At the end of the semester, I will conduct peer evaluations to understand the relative level of participation of each team member. Poor peer evaluations can impact an individual s project grade. IX. MARKETING DEPARTMENT: STATEMENT ON EXPECTED PROFESSIONAL CONDUCT The Marketing Department of the Robinson College of Business believes that professional conduct in and outside of class is important to the development of successful business people. This means that we expect faculty and students in our classes to be familiar with and adhere to GSU s codes and policies, including the: Disruptive Behavior Policy and Code of Academic Honesty By expecting adherence and enforcing these policies, the Marketing Department seeks to create a civil environment for students and faculty and one in which a student s progress truly reflects their own learning and growth. Civil behavior is conducive to a positive learning and working environment. While college may be a more casual environment, students and faculty are still expected to conduct themselves in a professional manner, respecting the authorities and rights of others. Academic dishonesty is the commission of an act, not the degree. Neither the amount of dishonesty nor the percent of course grade are relevant. Knowingly participating in or facilitating dishonesty makes a person equally subject to any punishment. In support of these policies, faculty members are urged to report immediately any violations of these policies and to pursue vigorously the stated policies for resolving. Similarly, students should report instances of such behavior. The procedures for both faculty and students are documented at the sites above. 7