PRINCIPLES OF MARKETING

Transcription

1 PRINCIPLES OF MARKETING Marketing 3310 Spring 2003 BASIC INFORMATION Instructor: John Hafer, Ph.D. Textbook: Marketing 6e by Armstrong & Kotler MEETING TIME/DAY M-W 8:30-9:45 RH 010A Tues. 8:30-9:45 RH 010A INST. OFFICE RH 304J CONTACT INSTRUCTOR UNO Office Secretary Home Fax Office fax = john_hafer@unomaha.edu OFFICE HOURS After class and by appt. anytime contact secretary for appointment or availability. OBJECTIVE AND DESCRIPTION OF THE COURSE The objective of the course is to give students an over view of the major concepts and principles of marketing. This is survey course and as such, it will cover materials that you'll be using and expected to know in upper level courses. The course will illustrate strategies and principles that will help you understand how marketing mangers, product managers or service managers must think through their situations, determine their goals and lay a course to achieve those goals. MODE OF INSTRUCTION This course will be presented on a lecture/discussion format. The purpose of the lecture is to illustrate what the concepts are and the details of those concepts. There will be extensive use of web sites, video clips, etc. to illustrate the applications of the concepts. Class participation is encouraged and questions are always welcomed. If you have questions outside of class, feel free to fax them or them to the instructor or come by during office hours to discuss them. Discussion of current events relating to marketing will be a significant portion of the course. Prentice-Hall, publishers of the text book for this course offers a website with sample exam questions, current events in the news, etc. To use the practice exams or any of their other many resources go to

2 Once there, it is self-explanatory and easy to walk through. You must meet the prerequisites for this course or you will be administratively withdrawn. You must have an overall GPA of 2.3 and passed Microeconomics (Econ 2200 with a grade of C or better), Math 1310 and English 1160 all with a grade of C or better. GRADING: TOTAL POINT DETERMINATION Examinations: There will be four hour- exams. Your course grade will be the simple average of the four exams. No one exam will count more or less than any other regardless of the number of questions on each exam. Examination Format: There will be M/C questions. If you miss an exam for any reason, there will be a makeup exam given on Friday May 2, 2003 from 1:00-3:00PM in RH 304 or another room as assigned. Contact the secretary ( ) by April 28, 2003 to schedule a makeup exam. If you have not scheduled a makeup exam by that date, you will be ineligible for a makeup exam. Sample exams, if posted on the instructor s web site, will be deleted before any examination week. It is your responsibility to access the samples exams, if any, prior to the week of a scheduled exam. The sample exams are for study purposes only. Sample exams or questions on the sample exams may or may not appear on the examinations given in class. Grade Determination: Grades will be based on the following scale: = A = A = A = B = B = B = C = C = C = D = D = D = F Note: The prerequisite for all further marketing courses is Marketing 3310 with a grade of C or better. C- is not a grade of C. Under the current policies of the College of Business and the Marketing/Management Dept., persons getting a C- in Marketing 3310 will be required to repeat if they are Business Majors. If you are planning to transfer your grade to another college/university, be forewarned that a C- may not be considered a passing grade at that institution. It is your responsibility to know what is and is not considered a passing and thus a transferable grade to your home institution. The College of Business has instituted a two strikes and your are out program. This means if you fail, withdraw or get a grade below C, you will only have one more chance to take the course over. Should you fail, withdraw or get a grade below a C the second time, you will not be able to graduate from the College of Business. This policy is in effect for all Business Core courses (see your advisor for complete details.)

3 Grade Scaling: There is no scaling of grades. Should you wish to dispute a grade you must provide documentation supporting your claim; complaining that you think your selection is the best or that you can think of a situation where the answer would not be the best, is not a basis for changing an answer or a grade. The grades recorded in the instructor's grade file are the "official grades". Do not lose any exam. Should you wish to dispute a grade calculation, you must bring along your copy of the examination so that grade can be compared with the grade in the grade book. Without the supporting exam(s) the instructor's record stands. ACADEMIC DISHONESTY THIS SYLLABUS AND THE POLICIES OF THE UNIVERSITY GOVERN THE ISSUE OFACADEMIC DISHONESTY. ACADEMIC DISHONESTY REFERS TO: 1. PLAGIARISM THE UNAUTHORIZED COLLABORATION OR USE OF EXTERNAL INFORMATION DURING EXAMINATIONS. 2. ASSISTING FELLOW STUDENTS IN THE ACT OF ACADEMIC DISHONESTY. 3. FALSELY OBTAINING, DISTRIBUTING, USING OR RECEIVING TEST MATERIALS. 4. SUBMITTING EXAMS, ASSIGNMENTS, THEMES, HOMEWORK, ETC. AS YOUR OWN WORK WHEN ANOTHER PERSON HAS PREPARED SUCH WORK BY PLACING HIS/HER OWN NAME ON A PAPER, THE STUDENT IS CERTIFYING THAT IT IS HIS/HER OWN WORK). 5. IMPROPERLY ALTERING AND/OR INDUCING ANOTHER TO IMPROPERLY ALTER ANY ACADEMIC RECORD. ANY SUCH ACTS OF ACADEMIC DISHONESTY AS DESCRIBED ABOVE WILL RESULT IN A GRADE OF "F" FOR THE COURSE AND IMMEDIATE NOTIFICATION TO THE VICE CHANCELLOR FOR STUDENT AFFAIRS, THE DEAN OF THE COLLEGE OF BUSINESS ADMINISTRATION AND THE CHAIRPERSON OF THE MARKETING DEPARTMENT. BY NOT WITHDRAWING FROM THIS COURSE, YOU AGREE TO ALL THE CONDITIONS SET DOWN IN THIS SYLLABUS AS BEING THE RULES. DROPPING THE CLASS Should you decide to withdraw from the class, observe the dates printed in the course schedule regarding reimbursement of fees and tuition. The last day to drop the class is April 14, 2003 at 5:00 PM. You have until January 17, 2003 to drop the class and not have this attempt count as one of the two strikes against you in the College s Two Strike Policy. Failure to withdraw before January 17 constitutes a W. A grade of less than C or W will require you to repeat the course if you are a business major. RESPONSIBILITY

4 You are responsible for everything that transpires in class regardless of your presence. Any changes in assignments, dates, exam coverage, etc. will be announced in Class. Accommodations are provided for students with verified disabilities. For more information contact Services for Students with disabilities (SSd) in EAB 117 or , TTY Assignments Spring 2003 DATE TOPIC ASSIGNMENT 1/13 1/20 1/27 Intro to Marketing Marketing concept Marketing mix Lifetime value of a customer Relationship vs. transactional marketing Note: 1/20 University Closed Strategic Planning Marketing plans Marketing strategies E-Marketing B-2-C; B-2-B; B-2-G; B-2-E Ch. 1 Ch. 2 Ch. 3 2/3 2/10 2/17 and 2/24 3/3 and 3/10 Exam #1 Ch. 1-3 on 2/3 and 2/4 Marketing Environment Internal and external factors affecting marketing decisions Economic market structures Marketing Research Internal vs. external data The research process Doing marketing research on the internet Buyer Behavior Decision Making Process Consumer Vs. Organizational Buyer Decision Making Processes Primary Vs. Derived Demand Exam #2 Ch. 4-6 on 3/3 & 3/4 Market Segmentation Concept of Market Segmentation Segmenting Consumer Markets Ch. 4 Ch. 5 Ch. 6 Ch. 7

5 Segmenting Industrial Markets Evaluation of Segment Potential 3/17-22 Spring Break No Classes 3/24 and 3/31 4/7 4/14 and 4/21 Product Marketing Classifying products Product life cycle Adoption/Diffusion Positioning Branding, Packaging and Services Brand Definition Branding Decisions Economic Value of Branding Benefits of Branding Loyalty and Equity Strategic Importance of Packaging Pricing Nature of pricing decisions Pricing objectives Discounts Demand elasticity and price Calculating mark-ups Pricing strategies Exam #3 Ch on 4/14 & 4/15 Channels of Distribution Nature of channels of distribution Types of channel designs Intensity of distribution Nature of wholesaling, retailing and franchising Ch. 8-9 Ch. 10 Ch /21 and 4/28 5/3 Integrated Marketing Communications Role of promotion Objectives of promotion Promotional mix Communications Tools Advertising Personal Selling Public relations Sales promotion alternatives Trade shows Final Examination Ch MW Section 5/9 8:00-10:00 Ch

6 TTh Section 5/8 8:30-10:30