MKT 302
Marketing
Fall II 2007
INSTRUCTOR:
Bob Castaneda, DBA, CPAPHONE:
Daytime 8am – 5pm Office: 312-498-2028Evening 6pm – 9pm Office: 312-945-3168
EMAIL:
FAX:
ALT PHONE:
REQUIRED TEXTS:
Title / Marketing: Real People, Real ChoicesAuthor(s) / Solomon, M. R. & Stuart, E.
Copyright / (2007)
Publisher / Prentice Hall
ISBN / 0-13-229920-8
Edition / 5th
This Course Requires the Purchase of a Course Packet: YES NO
1
Argosy University
COURSE SYLLABUS
MKT302
Marketing
Faculty Information
Faculty Name: Bob Castaneda, DBA, CPA
Campus:
Contact Information: Office Hours & Telephone:
Daytime 8am – 5pm Office: 312-498-2028
Evening 6pm – 9pm Office: 312-945-3168
FAX: 312-945-3169
Email:
Short Faculty Bio:
ABOUT the PROFESSOR
Roberto Castaneda received his graduate degree (DBA) in Accounting from Argosy University; (MM/MBA) in Marketing and Finance from Northwestern University, and his undergraduate degree in Accounting and Marketing from DePaul University. He is also a Certified Public Accountant.
I am usually available from 9AM-9PM Central Time on most days, but attempt to reserve Sunday for my family. If you find you need to communicate with me at another time please let me know and I will try to accommodate your schedule if at all possible. I provide you with these times to make it easier to communicate with me, not to limit our contact and want you to know that, should you have an urgent need to contact me outside these time frames, you should not hesitate to do so.
EDUCATIONAL PHILOSOPHY
Learning is a life long process to be cherished whether you are a part-time or full-time student. Obtaining a degree helps one to standout from the crowd for that next job, promotion, or to further personal enrichment.
Course description:
This course studies the management of marketing in a dynamic organizational environment, including an analysis of such functions as product development, promotion, channels of distribution, and logistics. Includes a survey of basic methods of market research.
Course Pre-requisites: None
Required Textbook:
Solomon, M. R. & Stuart, E. (2007). Marketing: Real People, Real Choices. (5/e). Prentice Hall. ISBN: 0-13-229920-8
Technology: Pentium III CPU/ Windows 98; 128MB RAM printer; Microsoft Office; Adobe Acrobat Reader (full version); Microsoft Internet Explorer 5.5 (PC) 5.0 (MAC) or Netscape Navigator 4.08; Norton Antivirus.
Course length: 7.5 Weeks
Contact Hours: 45 Hours
Credit Value: 3.0
Program Outcomes:
1. Communication
1.1 Communicate business concepts effectively, both written and orally appropriate to the audience
2. Team
2.1 Define the attributes of an effective team member and leader and the characteristics of an effective team in reaching specific business goals
3. Cognitive
3.1 Problem Solving – Given a business problem, select and defend a business solution chosen from specific alternatives
3.2 Information Literacy – Given a business research question, access information from a variety of sources, select appropriate sources to respond to a business question
4. Analysis/Application
4.1 Integration – Describe the interrelationship of the functional business areas of statistics, accounting, operations, finance, marketing, and strategy
5. Ethics/Diversity
5.1 Diversity – Identify the issues and challenges related to diversity in current business organizations
5.2 Ethics – Identify the issues and challenges related to ethics in current business organizations
Course Objectives:
Assignment Table
Topics / Readings / Assignments1 / § Fundamental concepts of marketing
§ Factors that influence the marketing environment of an organization:
micro level
macro level
§ Market analysis
§ SWOT analysis
§ Trends / Chapter 1: Welcome to the World of Marketing: Creating and Delivering Value
Chapter 2: Strategic Planning and the Marketing Environment: The Advantage is Undeniable / Discussion Question #1
1. Identify the major trends and forces that are influencing today's market landscape. If you were to order these trends according to their possible impact, which is the one trend that you feel will have the most impact. Give rationale for your choice.
Assignment / Discussion #2
Read the article "Sales versus Marketing " by Chris Yeh by clicking on the following link:
http://www.clickz.com/experts/archives/mkt/discip_mkt/article.php/927301
On the basis of your reading, be able to answer the following questions for discussion during class.
· What is the relationship between Marketing and Sales?
· What are the general responsibilities of each of these departments in an organization?
· Consider the differences in opinions and approaches outlined in Yeh's article, would you recommend that the sales department should be a part of marketing department or vice versa?
· Discuss some actions to overcome this conflict between the sales and marketing personnel.
Assignment #3
Marketing on the Web
Choose one of the following Web Retailing companies and answer the following questions about them in a 1-2 page paper.
1. BestBuy.com
2. Berries.com
3. Amazon.com
4. 1-800-Flowers.com
5. Allposters.com
6. Bluefly.com
7. Discoverystore.com
Examine how the company uses its customers' needs, wants, and values to successfully market to its customers. Submit a short report, which includes the answers to the following questions:
· What is the most important customer benefit stressed on this site?
· How does the company try to create a relationship with its customers? What evidence of enhanced customer value do you see? Based on what you see, rate their success on a scale of 1 - 5.
· If you were to rate the use of marketing concept on a scale of 1-5, to what extent does this site employ the marketing concept? Support your answer with relevant examples from the site.
· Identify and discuss the macro-environmental factors that influence this business and assess the impact of each of these factors on its future success/failure on a scale of 1-5.
· If the company were to conduct its business in absence of the Internet, how do you think it would have impacted the company?
Assignment #4
Case Study
You work with Body Build Corporation as their marketing assistant. Body Build operates a chain of gyms and spas across the United States . The company is planning to open a large health center with a gym and a spa that can cater to about 1000 people. The demographics and other details about the town where they will build a facility for the first time are as follows:
· Town population: The total population is 40,367.
· Sex distribution: 60 percent of the population is male and 40 percent is female.
· Age distribution: 30 percent are children below the age of 15, 40 percent are between the ages of 16 and 30, and 30 percent are above the age of 30.
· General health of the population: 15 percent of the population is obese, and 5 percent are heart patients.
· Existing number of health centers with both a gym and a spa: There are six such facilities, catering to about 600 people.
· Existing number of gyms: There are 25 gyms, catering to about 3000 people.
· Existing number of spas without gym: There are five spas, catering to about 500 people.
Write a two-page report on the marketing strategy that you will adopt to promote the health center in this town. The report should be addressed to the Marketing Manager and created using Microsoft Word. Use headings, bolding, and bulleted lists in your report.
Week 1 : Final Project
Now that you've learned about the basic concepts and the need for marketing in today's changing environment, select a company from the following list for which you would like to create a marketing plan.
· Courier Industry: UPS, FedEx
· Personal Computers: Gateway, Dell
· Airline Industry: Southwest Airlines, TED, and Song
· Departmental Stores: Nordstrom, Federated, and May
· Automobile Industry: Toyota, Volkswagen
· Apparel Industry: Levis, GAP
· Footwear Industry: Nike, Reebok
Your final project will comprise the application of different marketing principles and concepts to the company selected by you. This will entail mapping the company's business operations to the requirements of the different assignments, so it is recommended that you gain an in-depth knowledge of the operations of the company you've selected.
You may want to begin gathering information from all probable sources right away. Some of the sources may include but are not limited to the Internet, public libraries, business magazines, newspapers, the Harvard Business Review, the Wall Street Journal, and so on.
There are many sources from which you can gather relevant information. These include: annual reports, consultant/industry analyst reports, databases, Department of Commerce publications, Temple and other university libraries, trade and academic journals, Moody's, Value Line, the business press (Wall Street Journal, Business Week, etc.), and so on. You may be surprised and overwhelmed by the volume of information that is available for many topics, though you may have to do some "detective work" to locate them.
Search engines such as Galileo, Hoovers.com, and Lexis-Nexis are extremely helpful.
2 / § International Trade
§ International Marketing
§ Strategic Planning for International Marketing
§ Designing the Marketing Mix
§ Marketing Research Function
§ Marketing Information Systems
§ Marketing Research Projects
§ Competitive Intelligence
§ The Consumer Market
§ Consumer Decision Making
§ Components of the Business Market
§ Characteristics of Business Demand
§ Determinants of Business Market Demand
§ Business Buyer Behavior
§ Market Segmentation
§ Segmenting Consumer Markets
§ Segmenting Business Markets
§ Target Market Strategies / Online readings from the following Web site:
Competitive Intelligence: http://www.kmbook.com/ciover.htm
Chapter 3:Think Globally Locally/Act Ethically
Chapter 4: Marketing Information and Research: Analyzing the Business Environment Offline and Online
Chapter 5: Consumer Behavior: How and Why People Buy
Chapter 6: Business-to-Business Markets: How and Why Organizations Buy
Chapter 7: Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management
Note: While reading, make notes of pertinent and important facts. You are required to reference your readings in discussions and apply them in the week's assignments. / Discussion Question #1
Marketing Intelligence involves building internal databases to identify marketing opportunities. Suppose you are the marketing manager for a cell phone company. What types of information would you collect in your company's internal database? Do you think that some of this data would be useless for a company that makes a different product (say Shoes)? Why?
Assignment #1
Field Assignment (Marketing Research)
Pepsi/Coke Taste Test:
In the late 1970s, Pepsi was looking for a creative promotion campaign. Pepsi's national market share was 17 percent. Pepsi decided to stage a blind taste test using a sample of loyal Coke drinkers. Pepsi had the volunteers taste test two colas — one labeled M (Pepsi) and one labeled Q (Coke) — and state their preference.
Your task as a part of this field exercise is to replicate the taste test comparing Coca Cola Classic, and Pepsi as follows:
1. Get 20 small paper cups and label ten with the letter R, and ten with S.
2. Randomly assign Coca Cola Classic, and Pepsi to the letters R and S. Write down which soft drink goes with which letter.
3. Seek participation from your family or friends as taste testers. The subjects/participants should be regular consumers of non-diet cola.
4. Secretly fill each cup with the appropriate soda.
5. Put an R and S cup in front of each participant and hand each participant a copy of the Cola Taste Test Form provided.
6. To eliminate order bias, have part of your sample start the taste test with cup R, and the other half with cup S. Have them take a sip of water between colas and continue to sample and test in any order they wish. They can resample as needed to fill out the questionnaire.
7. Tabulate the answers during class and share with the class in the discussion forum. Use the Tabulation Format to submit your response.
Along with the results, post a one-page introductory write-up for your test. Describe the gathering and the process. Review the consolidated results posted by the facilitator. Do you see a trend in tastes/preferences on the basis of geographical location, age, gender, and so on? Discuss the factors that could have resulted in diverse/similar results
Week #2: Final Project
Business Environment, Buyer Behavior, and Marketing Research
For the product category that you've chosen for your Final Project, complete the following:
1. Suggest variables that you believe are important in segmenting the market, and discuss why you believe these variables to be the ones in differentiating customers for the product.
2. Describe at least two possible target market segments that you would expect to see emerge based on combinations of these variables. Describe their respective profiles (based on demographic and psychographic variables.)
3. How do these segments differ from each other in terms of their purchasing behavior?
4. For the firm that markets your product, suggest which segment would be best for targeting. You should consider all the five factors used to select the target market. Make sure that you include your reasoning in your Final Project report posted this week.
3 / § Classifications of New Products
§ Product Adoption and Diffusion
§ Product-Mix and Product line
§ Product-Mix Strategies
§ Product Life Cycle / Chapter 8 – Creating the Product
Chapter 9 – Managing the Product / Discussion Question #1
Pick any existing consumer product and suggest a innovative use for it. Be sure to suggest a use/application that is NEW and unknown. State the market segment for that innovative application of that product and discuss your rationale behind your market segmentation.
Assignment #1
Failure of Promising Products
It happens quite often that some products that seem to be extremely promising unexpectedly fail. Why does it happen? How could you make sure that a product doesn't fail? Submit a short essay, substantiating your arguments with examples.
Assignment #2
Describing Market Segmentation
Compare and contrast the bases of market segmentation in the following two industries. Identify/list market segments within each industry and state their most important preference. Provide examples of how companies "tailor" their products for each of these segments. Illustrate using examples of offerings that are aligned with the specific preference of the target market.