UNIVERSITY OF WALES Module Implementation Plan MODULE: MKT-101 Introductory LECTURER: Michael Redmond MKT-102 Introductory Management INTAKE: 2008 SEMESTER: Spring, 2010 ACTIVITY TYPES:, presentation, quiz, exam, workshop Start Date: March 03, 2010 End: April 2, 2008 Course Detail: These two modules combine to give students a comprehensive introduction to both the basics of marketing and marketing management. The first module introduces the principals of marketing and the marketing environment. The second module deals with issues of marketing management with a specific focus on marketing issues and decisions that fall under the control of a company s managers. Students will learn the marketing challenges that face managers and be introduced to the options and alternatives that managers have at their disposal. The course will use a combination of lectures, tutorials, problems and group discussions to educate the student. The evaluation methods are outlined below. The text for the course will be Philip Kotler and Gary Armstrong Principles of 11 th edition. Four additional readings have been assigned during the course. The readings will be covered in quizzes and the exam. A group project will be assigned midway through the course. Students will select their own groups and will have a limited choice of topics to choose from for the project. Please note the following requirements linked to Assessment: 1 Students MUST achieve a passing grade on the final exam to earn a passing grade for the modules. 2 Students MUST achieve a passing grade on the project to earn a passing grade for the modules. Assessment Assessment Schedule Assessment Value Class Participation 0% Attendance 0% Quiz I 10 th March 15% Quiz II 22 rd March 15% Group Project 30 th March 20% Final Exam 2 nd April 50%
Week Week 1 March 3 March 4 Activity Type Contact Hours Activity Detail Reading Learning Outcomes 1 Introducing Understanding that marketing is all about managing profitable customer relationships. 2 Business strategy and marketing strategy Chapter 1 Kotler & Armstrong & Mega Trends Chapter 2 Define marketing and the marketing process. Identify the five core marketplace concepts Describe the major trends and forces changing the marketing landscape Understand strategic planning Understand marketing s role in strategic planning Describe elements of customer-driven marketing strategy Friday March 5 3 The Environment Understanding the constant changes the marketers must deal with. Chapter 3 & Mega Trends Simple Sells Understand environmental forces in marketing Learn how demographic and economic factors affect marketing Identify trends in the firm s natural and technological environments Explore key changes in political and cultural environments Realize how companies react to the marketing environment Case study Nike Free Saturday March 6 4 Market research and information critical role in marketing Chapter 4 Explain the importance of information to the company Outline the steps in the market research process Explain how companies analyze and distribute information Sunday March 7 5 Consumer Markets and Consumer Buyer Behavior Chapter 5 Learn the consumer market and construct model of consumer buyer behavior Know the four factors that influence buyer behavior Week 2
Monday March 8 6 Consumer Markets and Consumer Buyer Behavior - Conclusion Chapter 5 & How Subliminal Advertising Works Understand the types of buying decision behavior and stages in the process Comprehend the adoption and diffusion process for new products Introduction to Neuromarketing Tuesday March 9 7 Business Markets and Business Buyer Behavior Chapter 6 Define the business market and how it differs from consumer markets Identify the major factors that influence business buyer behavior List and define the steps in the business buying decision process March 10 8 Segmentation, Targeting, and Positioning Part 1 Chapter 7 Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for segmenting consumer and business marketing strategy Quiz #1 Chapters 1-6 March 11 9 Segmentation, Targeting, and Positioning Part 2 Chapter 7 Know how companies identify attractive market segments and choose target marketing strategy Realize how companies position their products for maximum competitive advantage in the marketplace Friday March 12 10 Segmentation, Targeting, and Positioning Part 2 Chapter 7 Know how companies identify attractive market segments and choose target marketing strategy Realize how companies position their products for maximum competitive advantage in the marketplace Week 3
Monday March 15 11 Product, Services and Branding Strategy Chapter 8 Define product and the major classifications of products and services Describe the decisions companies make regarding their individual products and services, product lines, and product mixes Discuss branding strategy the decisions companies make in building and managing their brands Identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require Tuesday March 16 12 New Product Development Chapter 9 Explain how companies find and develop newproduct ideas List and define the steps in the new-product development process and the major considerations in managing this process Group Assignment Introduced Project March 17 13 New Product Development continued and Product Life-Cycle Strategies Chapter 9 Describe the stages of the product life cycle Describe how marketing strategies change during the product s life cycle March 18 Friday March 19 14 Pricing Products: Pricing Considerations and Approaches 15 Pricing Strategies Chapter 10 Answer the question What is price? and discuss the importance of pricing in today s fast-changing environment Discuss the importance of understanding customer value perceptions when setting prices Discuss the importance of company and product costs in setting prices Identify and define the other important internal and external factors affecting a firm s pricing decisions Chapter 11 Describe the major strategies for pricing initiative and new products Explain how companies find a set of prices that maximize the profits from the total product mix Discuss how companies adjust their prices to take into account different types of customers and situations Discuss the key issues related to initiating and responding to price changes Week 4 Monday 16 Chapter 12 What are marketing channels and why do Quiz 2 Chapters 7
March 22 Channels and Supply Chain Management Tuesday March 23 17 Retailing and Wholesaling companies use them. How do channel members interact. Major channel alternatives. Chapter 13 Explain the roles of retailers and wholesalers in the distribution channel Describe the major types of retailers and give examples of each Identify the major types of wholesalers and give examples of each to 11 March 24 18 Integrated Communications Chapter 14 Discuss the process and advantages of integrated marketing communications Define the five promotion tools Outline the steps in developing effective marketing communications Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix March 25 19 Advertising, Sales Promotion, and Public Relations Chapter 15 Define the roles of advertising in the promotion mix Describe the major decisions involved in developing an advertising program Define the role of public relationships in the promotion mix Explain how companies use public relations to communicate with and influence important publics Friday March 26 20 Personal Selling and Direct Chapter 16 Discuss the role of a company s salespeople in creating value for customers and building customer relationships Identify and explain the six major force management steps Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing Week 5 Monday March 29 21 Creating Competitive Advantage Chapter 17 Learn how to understand competitors as well as customers via competitor analysis.
Tuesday March 30 March 31 April 1 Friday April 2 Final Exam 22 in the Digital Age & Online is Redefining the CMO s Job 23 The Global Marketplace & How P&G Brought the Diaper Revolution to China Presentations & Review Understand the fundamentals of competitive marketing strategies based on creating value for customers. Chapter 18 Be able to identify the major forces shaping the new digital age. Understand how companies have responded to the Internet with e-business strategies. Understand how companies use e-commerce to profitably deliver greater value to customers. Chapter 19 Understand how the international trade system, economic, political-legal, and cultural environments affect a company s international marketing decisions. Understand how companies adapt their marketing mixes for international markets. Presentations of top student projects (1 hour) and review of key concepts (1 hour) Final Exam 2 hour final exam: Chapters 12-19 worth 65% of final exam, chapters 1 11 worth 35%. Additional readings will also be on the exam. Group Projects Due