Download Marketing Course Syllabus: BADM 340 at Shepherd University, Fall 2006 - Prof. Mary Galliga and more Exams Marketing Management in PDF only on Docsity!
SHEPHERD UNIVERSITY
MARKETING
FALL, 2006
COURSE DATA: Course Number: BADM 340 Prerequisites: ACCT 201 or ECON 206 Credit Hours: 3 Room: White Hall, Room 113 Days and Time M-W-F 11:10-12 or 12:10-1 PM Instructor: Dr. Galligan Office Phone: (304) 876- Office: White Hall, Room 227 Office Hours: M-W-F 10:00-11:00; 1-2; T/R By Appt. Required Text: Contemporary Marketing by Boone & Kurtz COURSE DESCRIPTION: An introduction to marketing fundamentals, including the selection of target markets, the development of product, pricing, promotion and channel of distribution programs to serve effectively these markets. Specialized topics such as international marketing, consumerism, and ethical issues in marketing are also examined. COURSE OBJECTIVES: To introduce students to marketing as an academic discipline. To help students gain an understanding of the role of marketing in the businesses environment and the larger society. To have students learn the four P's of marketing. To gain competence in specific marketing language. To examine the impact of government regulations in today's marketing environment. To discuss the significance of ethical behavior in marketing. COURSE REQUIREMENTS: Attend all classes using appropriate business-like conduct. This includes keeping all electronic devices turned off during the class period. * Take all tests and exams at the scheduled start time. Comply with University requirements regarding cheating and plagiarism.
Read all assignments prior to class. Submit all written assignments on time. GRADING: Written Assignments 40% A=90- Tests 50% B=80- Attendance/Participatio n
10% C=70-
D=60-
TOTAL 100% F=below 60 PROPOSED COURSE SCHEDULE: Week 1--Introduction to the Course This session will introduce the student to the in-class and out-of-class requirements for the course. Chapter 1—Creating Satisfaction Through Customer Relationships “The customer is always right.” OK, we will discuss if this statement is true or not and if so, why, if not, why not.
Week 2—Chapter 11—Product and Service Strategies Without a product or service or idea, there is no market. Students will examine the importance of having something, either tangible or intangible, to market.
Week 3—Chapter 12—Category and Brand Management How many variations of Oreo cookies or Jell-O are on the market? How does a company know when to alter, discard, or develop a product? When does a company make this move? What is the process for deciding what a nifty new product might be? This session looks at some of the successes, such as I-pods, and flops, such as Stripe toothpaste.
One of the major management functions is to do effective planning. In marketing a product, planning is critical. Knowing when and where to place an ad can make the difference between success and failure for some organizations.
Week 9—Chapters 13 & 14—Distribution (Place) Some items are so heavy that getting them to market is most of the cost. Services, on the other hand, need no handling. Students will look at the effort and expense of moving stuff around. Wal-Mart? Tiffaney's? Each chooses to retail in a different environment to different customers. This session takes the student on a stroll beyond the mall.
Week 10— Chapter 4—E-Commerce: Marketing in the Digital Age Shopping on the internet has had some setbacks, for sure. However, it appears that this purchasing method will become as standard as the malling of America was in the 80’s. Chapter 6—Business-to-Business Marketing (B2B) IBM buys paper clips. Paper clip companies buy computers. We will examine the ways businesses buy from each other. We will look at kickbacks and drawbacks just for fun. Week 11—Chapter 15—Integrated Marketing Communications The average US citizen is exposed to 2,500 (count them) promotional messages a day. We will find out where they are hidden. (Don't forget to check your toilet!)
Week 12—Chapter 16—Advertising and Pubic Relations When people think of marketing, they think of advertising. The rest of this course centers on advertising, sales promotions and public relations.
Week 13—Chapter 17--Selling and Sales Management Students paid $100 or more for the book for this course. The sales rep (a telemarketing guy) made over $120,000 last year selling textbooks to students. Selling is the magical way into the money world. This chapter will explain why.
Week 14—Chapter 3—Marketing Environment, Ethics and Social Responsibility Doctors and lawyers, to name two professions, market themselves as well as companies that make tangible goods. Lawyers are becoming more visible as marketers--just watch late night TV to see their ambulance chasing ads if you doubt this.
Week 15—Chapter 7—Serving Global Markets Estee Lauder intended to introduce a face cream in Germany that translated as horse manure. Barbie in Italian translates as whore. Ken translates as eunuch (just kidding!) Nova, in Spanish, means: No go. And GM was surprised when its Nova didn't sell well in Spanish-speaking countries! Esso changed its name to Exxon because no language had a word with double X's.
Week 16—Final Exam. Students needing special arrangements/consideration for taking this exam must have prior approval. This syllabus is subject to change and is to be viewed as a guide through the course.
- Please review attached items and explanations.
