Syllabus

|[pic] |Course Syllabus | | |School of Business | | |MKT/571 | | |Marketing | Copyright © 2010, 2009, 2008 by University of Phoenix. All rights reserved. Course Description This course prepares students to apply marketing concepts to create and sustain customer value. Students learn to solve marketing problems in a collaborative environment. Topics include market research, customer relationships, branding, market segmentation, product development, pricing, channels, communications, and public relations. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: University policies: You must be logged into the student website to view this document. Instructor policies: This document is posted in the Course Materials forum. University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your current class modality. Course Materials Kotler, P., & Keller, K. L. (2007). A framework for marketing management (3rd ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Kotler, P., & Keller, K. L. (2006). Marketing management (12th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Newsom, D., Turk, J. V., & Kruckeberg, D. (2004). This is PR: The realities of public relations (8th ed.). Belmont, CA: Thomson-Wadsworth. All electronic materials are available on the student website. |Week One: Understanding Marketing Management | | | | | | | | | | | |Details |Due |Points | |Objectives |Analyze the role of ethics and social responsibility in marketing. Evaluate public relations strategies for a new product or service. | All Week | | |Readings |Read Ch. 11 of This is PR. Read the Week Six Electronic Reserve Readings. | All Week | | |Participation |Participate in class discussion. | All Week | | |Discussion Questions |Respond to weekly discussion questions. | | | |Individual Final Examination |Resource: A Framework for Marketing Management Click the link to the Final Examination on the student website; the link is available from the end of Week Five through the end of Week Six. Complete the Final Examination. You are allowed one attempt to complete the exam, which is timed and must be completed in 3 hours. Results are auto-graded and sent to your instructor |Monday 7/16/2012 |15 | |Learning Team Product Launch Plan |Develop a product launch plan for two markets (domestic and international). Write a 2,800- to 3,500-word paper explaining each of the following elements in your team’s Product Launch Plan: Product description Product positioning Targeting Market needs Market potential and market growth Company SWOT analysis (include analysis from both countries chosen) The competition Marketing objectives and marketing strategy Pricing Marketing communication (including public relations) Distribution strategy (domestic and international market entry) Financial information (a budget showing product launch expenses and a unit forecast by quarter for 3 years) Marketing research conducted for the plan Format your paper consistent with APA guidelines. |Monday 7/16/2012 |10 | | Optional Discussion Questions Week One Discussion Questions How is marketing management both an art and a science' What marketing challenges and opportunities do businesses face today' Why are the production concept, product concept, and selling concept of limited use for conducting business operations today' What are the key components of an effective marketing plan' Why is the marketing plan one of the most important elements of the marketing process' Why are marketing information systems necessary' How are both internal and records and marketing intelligence systems of value' What are some trends or megatrends that you have personally recognized in the macroenvironment' Which of these trends or megatrends do you think marketers should target' Why' Week Two Discussion Questions Which do you think is preferable: a company that conducts its own marketing research or one that hires an outside company to conduct research for it' Why' Why is total customer service so important' What happens if a product or service does not actually meet its perceived performance or customer expectations' How can relationship marketing benefit a company' What are some ways your consumer behavior has been affected by your culture, subculture, or personal factors' Have marketers been successful in targeting your personal demographic' Why or why not' What are some of the differences between business and consumer markets' Why do some customers prefer more of a transactional relationship with business marketers' What are some brands that you believe have high brand equity' What are some of the elements of these recognizable brands' Do you think it is crucial to manage brand equity' If so, why' Name a recent brand crisis with which you are familiar. Do you feel this crisis was managed well' Why or why not' What are some factors that influence consumer purchasing decisions' Which do you believe are most important' What are some ways markets can be segmented' How do firms decide which market segments to target' Week Three Discussion Questions What should a company consider when attempting to develop a new product' Can you think of some new products that have failed' What do you think were the causes of this failure' How would you have handled the product launch differently' What is the best way a company can build and manage its product mix and product lines' Explain the main stages of developing and managing new products. Which stage do you think is most important' Why' Why do services pose unique challenges to marketers' How important are customer expectations in regard to managing and maintaining service quality' How important a role does employee or staff satisfaction play in the management of service quality' What factors should be considered in price setting' Which of these factors is most important' Why' Why is adapting the price of a product important' Week Four Discussion Questions Why are marketing channels and intermediaries necessary' What is the most important function carried out by intermediaries' Why' Why do channel arrangements sometimes must be modified over time' What are some types and sources of channel conflict' What are some of the ethical considerations in channel relations' Why is logistical efficiency important in marketing' How important is technology’s role in market logistics' What are some examples of technology improving market logistics' What are some factors companies must consider before attempting to enter foreign markets' Assuming you were setting up a market program for a product in a foreign country, what should you consider' How can international marketing benefit domestic countries' Week Five Discussion Questions What is the most important thing to consider in new product development' Why' Why is it necessary to evaluate the new product idea at each and every stage of the development process' How can marketers best promote consumer adoption of a new product' Assume you are developing an advertising strategy for the promotion of a new product. What are some things you should consider' Name an advertising campaign you believe was successful. What made this campaign successful' Name an unsuccessful advertising campaign. What made this campaign unsuccessful' Why is it important to evaluate communications and sales effects' Is direct marketing effective' Why or why not' What about interactive marketing' Which form of marketing would you pursue for the launch of a new product' Why' Week Six Discussion Questions What are the primary differences between advertising and publicity' How ethical is advertising that appears as publicity' What role does technology play in public relations' How can cultural differences among audiences affect how public relations messages are interpreted and received' Why should an organization’s logo be pretested prior to engaging in communication or marketing abroad' What are some of the ethical dilemmas faced by marketers in emerging markets' What is economic colonialism' Explain responsible marketing practices which should be followed in emerging markets' Copyright University of Phoenix® is a registered trademark of Apollo Group, Inc. in the United States and/or other countries. Microsoft®, Windows®, and Windows NT® are registered trademarks of Microsoft Corporation in the United States and/or other countries. All other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended to imply endorsement, sponsorship, or affiliation. Final exams contain third-party copyrighted materials. Portions are: Copyright © 2010 University of Phoenix. All rights reserved. Copyright © 2010 Pearson Education. All rights reserved. Copyright © 2010 Cengage Learning. All rights reserved. Edited in accordance with University of Phoenix® editorial standards and practices.