ࡱ> #` Cbjbj\.\. 4<>>;<<<<<<<P8888\Pk$::::.G[ jjjjjjj$zmhoj<j<<::k8R<:<:jjFU<<^: 80^XTbLkkYp&p^^p<}_Hg%$gggjjgggkPPPoTtkPPPTtPPP<<<<<< California State University, Channel Islands Martin V. Smith School of Business & Economics Course Syllabus Principles of Marketing MKT 310: Fall 2008 Kevin P. Mencarelli ( HYPERLINK "mailto:kevin.mencarelli@csuci.edu" kevin.mencarelli@csuci.edu) Basic Information Location: Broome Library 2330 Time: Monday and Wednesday afternoon commencing August 25th Monday and Wednesday, 3:00 pm 4:15 pm (Office hours by appointment) Text: Essentials of Marketing, W.D. Perreault, Jr., J.P. Cannon, E.J. McCarthy (11th edition), ISBN 978-0-07-340471-4 Instructor: Kevin P. Mencarelli (BS/MBA) 805-371-7101 (office) Maximum: 30 students Course Description Presents and analyzes the fundamental principles, methods and procedures in modern marketing: planning, pricing, distribution, and promotion. Topics include creating customer value and satisfaction, strategic planning, marketing process and environment, research and information systems, consumer markets and consumer buyer behavior, business markets and business buyer behavior, segmentation, product and services strategy, new-product development and product life cycle strategies, pricing, communications, direct and on-line marketing, and social responsibility and marketing ethics. Course Objectives Understand marketing concepts, the role of marketing in society and in the firm, and the various factors that influence marketing decision making Learn the language of marketing (that is, terms concepts, and frameworks) used by practicing marketing managers You will have a solid understanding of the major decision areas under marketing responsibility, the basic interrelationships of those decision areas, and an appreciation of how to apply key frameworks and tools for analyzing customers, competition, and marketing strengths and weaknesses Develop insight about creative selection of target markets and blending decisions related to product, price, promotion, and place (i.e., the marketing mix) to meet the needs of a target market Course Structure The culture of the class will require students to actively participate in discussion and be interactive with peers. The course will focus on lectures, in-class exercises, and topical speakers (when available). In addition, there will be a number of individual and team based assignments About the Instructor Kevin Mencarelli has over 20 years of marketing and sales experience. His last ten years of experience were spent in a senior executive role with a public corporation. Mr. Mencarelli led the Western U.S. sales and marketing team for one of the largest and fastest growing insurance brokerage firms in the United States. Assignments and Exams Individual Assignments Case Write-Ups Each student will be assigned 2 case studies. The student will be asked to prepare his/her own 1 to 2 page (single spaced, normal font) analysis of each case and discuss their findings with the class. These write-ups will come from the case studies found in the textbook. All assignments must be delivered in hard copy to the instructor at the start of class on the date the case is to be discussed. Class Participation Individual This course will be highly interactive. Your attendance is a baseline requirement. In addition, each student is responsible to prepare for and participate in each class session. This means read the assigned chapters or articles before each class. Indicative reading assignments can be found in the syllabus and will be updated from time to time. Students will also be randomly called on (the dreaded cold call) to ensure that materials have been read or to facilitate class discussion. Please notify the instructor of any planned absences in advance of their occurrence. Team Assignment Team Project Students will be assigned to a team at the second session of the class. The teams will be responsible for developing a marketing plan for a company that the group creates. They will prepare a paper and make a presentation on the following: (This assignment must be delivered in hard copy to the instructor at the start of class on the date of presentation) Mission Statement Executive Summary Situation Analysis Marketing plan objectives Differentiation and positioning Marketing strategy Implementation and control. A comprehensive Marketing outline will be given to the student at the start of the course. Exams Given the importance of the text, lectures, cases and class discussions there will be 3 exams. The first exam will cover chapters 1-6, the second exam will cover chapters 7-11, and third exam will cover chapters 12-18 of the text. Grading The course will be graded on a point basis with 1000 available points. A = 935 and above A- = 900 934 B+ = 875 899 B = 835 874 B - = 800 834 C + = 775 799 C = 735 774 C- = 700 734 D = 600 699 F = > 600 Points will be allocated as follows: Individual Case Write-Up # 1 7.5% Individual Case Write-Up # 2 7.5% Team Marketing Plan 15% Class Participation 10% Exam 1 20% Exam 2 20% Exam 3 20% Honor Code The rigors of striving to achieve a college degree can be quite demanding. Turning in assignments, preparing for lectures, and ensuring you are up to date on reading materials are difficult tasks. Regardless of these challenges, each student is reminded of his/her commitment to academic integrity. Following the class honor code is of acute importance. CSU Channel Islands Academic Dishonesty Policy states that such things as cheating, inventing false information or citations, plagiarism and helping someone else commit an act of academic dishonesty. It usually involves an attempt by a student to show possession of a level of knowledge or skill that he/she does not possess. If a student is found to have violated this policy he/she will receive the appropriate penalties, up to failing the course. Disability Accommodations Students with disabilities that need accommodations should contact the Disability Accommodation Services office at (805) 437-8510. You should make your request with plenty of notice so the accommodations can be arranged in a timely fashion. Please discuss any accommodations with the instructor Course and Assignment Schedule The course schedule is as follows. Speakers will be announced on a case by case basis. Students should also anticipate 30-45 minute lectures during each session. Handouts will be provided as necessary. Students are welcome in fact encouraged to bring anecdotal Marketing questions and discussion points to each session as well. Class #  Date  Core Topics  Readings/Cases (Be Prepared to Discuss in Class) Assignments  Key Questions/Concepts  WK 1 Monday Aug. 25 Course Introduction/ Marketings Value to Consumers, Firms and Society  Reading Chapter 1 (Please read these chapters prior to start of course).  None (Just be prepared to discuss reading materials) What is Marketing? How Marketing Functions can be shifted and Shared What Does the Marketing Concepts Mean? Marketing Oriented vs. Production-Oriented firms The Marketing Concept, and Social Responsibility, and Marketing Ethics   Wednesday Aug. 27 Marketing Strategy Planning  Reading Chapter 2 Case: McDonalds  Be Prepared to discuss case study Be prepared to discuss chapter 2  The Management Job in Marketing What is a Marketing Strategy? Developing Marketing Mixes for Target Markets The Importance of Marketing Strategy Planning Mass Marketing vs. Target Marketing  WK2 Monday Sept. 1  Labor Day/No Class  Wednesday Sept. 3  Focusing Marketing Strategy with Segmentation and Positioning Reading Chapter 3  In class time with teams Be prepared to discuss chapter 3  Naming Product-Markets and Generic Markets Market Segmentation Defines Possible Target Markets What Dimensions are used to Segment? Using positioning to Evaluate Marketing Opportunities Different1ation and Positioning Take the Customers Point of View  WK3 Monday Sept. 8  Focusing Marketing Strategy with Segmentation and Positioning Reading Chapter 3 Case: Sunshine Foods Be Prepared to discuss case study Be prepared to discuss chapter 3  Chapter 3 Continued Class #  Date  Core Topics  Readings/Cases (Be Prepared to Discuss in Class) Assignments  Key Questions/Concepts   Wednesday Sept. 10  Evaluating Opportunities in the Changing Marketing Environment Reading Chapter 4 Case: Noco Soccer Academy Student case study discussion and paper due Be prepared to discuss chapter 4  The Marketing Environment Objectives Should Set the Firms Course Analyzing Competitors and the Competitive Environment Technological, Political and Legal Environment Using Screening Criteria to Narrow Down Strategies  WK4 Monday Sept. 15  Final Consumers and Their Buying Behavior  Reading Chapter 5 Case: Alvarez Technology Services  Student case study discussion and paper due Be prepared to discuss chapter 5  Consumers Why do They Buy What They Buy Economic Needs Affect Most Buying Decisions Psychological Influences with an Individual How the Legal Environment Affects Marketing Strategy Planning The Consumer Decision Process   Wednesday Sept. 17  Business and Organizational Customers and Their Buying Behavior Reading Chapter 6 Exam Preview Be prepared to discuss chapter 6  Organizational Customers are Different Many People Influence the Decision Buyer-Seller Relationships in Business Markets Technology is Shaping Many Business Markets  WK5 Monday Sept. 22  Chapters 1 - 6  Exam 1   Students need a green Scantron (Form No. 882-E) and paper for short question answers   Wednesday Sept. 24  Improving Decisions With Marketing Information Reading Chapter 7 Exam Review  Be prepared to discuss chapter 7  Effective Marketing Needs Good Information The Scientific Method and Marketing Research Five Step Approach to Marketing Research  WK6 Monday Sept. 29  Marketing Tests and Launch Management Reading Chapter 7 Case: Sleepy Inn Motel  Student case study discussion and paper due Be prepared to discuss chapter 7  Chapter 7 Continued  Wednesday Oct. 1 Elements for Product Planning for Goods and Services Reading Chapter 8  Be prepared to discuss chapter 8  What is a Product? Differences in Goods and Services Branding Strategy Who Should do the Branding? The Strategic Importance of Packaging  Class #  Date  Core Topics  Readings/Cases (Be Prepared to Discuss in Class) Assignments  Key Questions/Concepts  WK7 Monday Oct. 6  Elements for Product Planning for Goods and Services Reading Chapter 8 Case: Fultons Ice Land  Student case study discussion and paper due Be prepared to discuss chapter 8  Chapter 8 Continued  Wednesday Oct. 8  Product Management and New-Product Development Reading Chapter 9 Be prepared to discuss chapter 9  Managing Products Over Their Life Cycles Planning for Different Stages of the Product Life Cycle New Product Planning Need for Product Managers Managing Product Quality  WK 8 Monday Oct .13  Product Management and New-Product Development Reading Chapter 9 Case: Runners Supply  Student case study discussion and paper due Be prepared to discuss chapter 9  Chapter 9 Continued  Wednesday Oct. 15  Place and Development of Channel Systems Reading Chapter 10 Be prepared to discuss chapter 10 Marketing Strategy Planning Decisions for Place Channel Systems: Direct and Indirect Channel Relationships Must be Managed  WK9 Monday Oct. 20  Distribution Customer Service and Logistics Reading Chapter 11 Case: Dr.Marcus.com  Be prepared to discuss chapter 11 Student case study discussion and paper due  Physical Distribution Customer Service Physical Distribution Concept Focuses on the Whole Distribution System Which Transporting Alternative is Best? The Storing Function and Marketing Strategy Wednesday Oct. 22  Retailers, Wholesalers, and Their Strategy Planning Reading Chapter 12 Exam Preview Be prepared to discuss chapter 12  The Nature Of Retailing Planning a Retailers Strategy Evolution of Mass Merchandising Retailers Retailing on the Internet What is a Wholesaler? What will happen to Retailers and Wholesalers in the Future?  WK10 Monday Oct .27  Chapter 7-11 Exam 2   Students need a green Scantron (Form No. 882-E) and paper for short question answers  Class #  Date  Core Topics  Readings/Cases (Be Prepared to Discuss in Class) Assignments  Key Questions/Concepts  Wednesday Oct. 29  Retailers, Wholesalers, and Their Strategy Planning Reading Chapter 12 Exam Review  In class time with teams Be prepared to discuss chapter 12  Chapter 12 Continued WK11 Monday Nov. 3  Promotion Introduction to Integrated Marketing Communications Reading Chapter 13 Case: Healthy Water Inc. Student case study discussion and paper due Be prepared to discuss chapter 13  Promotion Communicates to Target Market Promotional Methods What Methods to Use? How Promotional B Wednesday Nov. 5  Personal Selling and Customer Service Reading Chapter 14 Case: Harrisburg Volunteer Fire Department Student case study discussion and paper due Be prepared to discuss chapter 14  The Importance and Role of Personal Selling What Kinds of Personal Selling are Needed? Personal Selling Techniques Compensating and Motivating Salespeople WK12 Monday Nov. 10  No Class  Wednesday Nov. 12 Advertising and Sales Promotion Reading Chapter 15 Case: ourWedding.com  Student case study discussion and paper due Be prepared to discuss chapter 15  Advertising, Sales Promotion, and Marketing Strategy Planning Objectives Determine the Kinds of Advertising Needed Choosing the Best Message-What to Communicate Challenges in Managing Sales Promotion WK13 Monday Nov. 17  Pricing Objectives and Policies Reading Chapters 16  In class time with teams Be prepared to discuss chapter 16  Price has Many Strategy Dimensions Profit, Sales and Status Quo Pricing Objectives Pricing Policies   Wednesday Nov. 19  Price Setting in the Business World Reading Chapter 17 Case: Bright Light Innovation  Student case study discussion and paper due Be prepared to discuss chapter 17  Price Setting is a Key Strategy Decision Marketing Managers Must Consider Various Kinds of Costs Break-Even Analysis  Class #  Date  Core Topics  Readings/Cases (Be Prepared to Discuss in Class) Assignments  Key Questions/Concepts  WK 14 Monday Nov. 24  Ethical Marketing in a Consumer-Oriented Workd Reading Chapter 18 In class time with teams Be prepared to discuss chapter 18  How Should Marketing be Evaluated? Can Consumer Satisfaction be Measured? Challenges Facing Marketers How Far Should the Marketing Concept Go?  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