Marketing Principles MKTG 3010
Dixie State College
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This 0 page Class Notes was uploaded by Mrs. Carmela Denesik on Monday November 2, 2015. The Class Notes belongs to MKTG 3010 at Dixie State College taught by Verl Anderson in Fall. Since its upload, it has received 16 views. For similar materials see /class/234336/mktg-3010-dixie-state-college in Marketing at Dixie State College.
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Dixie State College QuickTimeTM and a TIFF Uncompressed decompressor are needed to see this picture Dixie State College Hazy School of Business MK TC 3010 Marketing Principles Online Course Outline Instructor Dr Verl Anderson DBA Dixie State College Faculty This information is current for a period of 120 days from the date ofissue Dixie State College MKTG 301040 Spr08 Anderson Page 1 of16 Dixie State College Table of Contents Use this interactive table of contents below to quickly navigate this document Simply click on the desired topic and you will be automatically forwarded to the correct page Course Outline 3 Optimal Method of Study 3 Course Description 3 Course Overview Grading amp General 39 quot 4 Course 039 j quot 6 Course nals 7 Textbook Descripfinn 7 Subject Areas of Emphasis 8 Section One 8 Section Two 9 Section Three 10 Section Four 13 Section Five Error Bookmark not defined Brand You amp Case Study Exercises Error Bookmark not defined Supplemental Reading List 15 Books 15 JournalsMagazine Articles Error Bookmark not defined Websites Error Bookmark not defined Error Bookmark not defined MKTG 301040 Spr08 Anderson Page 2 of16 Dixie State College Course Outline The Dixie State College course outline provides the instructional framework for the course By carefully reviewing the course outline you will be able to formulate a study plan that will effectively guide you through the course to its completion Optimal Method of Study Dixie State College Hazy School of Business recommends that you first review the information covered in the course outline to get a feel for the depth and scope of the course requirements Then read or scan through the course text lightly from cover to cover This will give you a sense of the breadth of the test material and the author s perspective This method will allow the material to become part of your subconscious memory so that it will be easier to understand and remember when you later study it indepth When you are ready to begin learning the material indepth read each chapter thoroughly and mark important points with a highlighting pen Set up a schedule so that you can read regularly rather than studying many chapters at once After one readthrough reread each chapter again taking particular care to note the highlighted material For extra emphasis it is strongly suggested that you copy the highlighted material onto scratch paper Many students find that the act of copying highlighted information greatly aids absorption of the text material To fully prepare you for the examinations coursework has been broken down into several sections in the Subject Areas of Emphasis portion of this document At the end of each section you will take an exam If at any point during your studies you feel that you require additional academic assistance please don t hesitate to use Dixie State College s tutorial assistance service To ask any questions about the course or exams contact Dr Anderson via email at verldixieedu or call 435 6527840 Course Description MKTG 3010 Marketing Principles is an introduction to the study of marketing This class will explore the many topics and concepts involved in the World of Marketing The purpose of this course is to provide you with a basic background in the broad field of marketing It examines the processes that direct the planning and execution of the conception pricing promotion and distribution of ideas goods and services to create exchanges that will satisfy individual and organizational objectives This course will provide a comprehensive survey of the fundamental concepts principles and skills used in marketing Whether you are taking this course as part of your academic study for career development or simply because you are interested in the subject you will find this course both interesting and useful Marketing is all around us Marketing is defined as an organizational function and process for creating communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders Marketing is delivering value to everyone who is affected by a transaction MKTG 301040 Spr08 Anderson Page 3 of 1 6 Dixie State College Hazy School of Business Organizations seek to ensure their longterm profitability by identifying and satisfying customer needs and wants through a transaction or an exchange that creates value In the course of this process organizations find and keep satisfied customers Work will include textbook reading and five onine proctored tests Course Overview and General Information Marketing is vital to those organizations large or small forprofit or nonprofit local or international In this course you will learn how marketing managers develop strategy research consumer needs and identify target markets In addition to covering the importance of global marketing and ecommerce this course will explain how to satisfy market opportunities with the 4 Psquot product price promotion and place This course also offers practical tips used by professional marketers including how to develop new products set prices select distribution channels and create effective ad campaigns This course enables you as students to experience marketing from the perspective of real people who make real decisions at leading companies every day Real People Real Choices 0 Real People Real Choicesquot vignettes weave through every chapter of the textbook Each highlights a marketer from a real company then asks the student to consider a dilemma the marketer faced and three options the marketer had to choose from You are asked to think about which option you would choose and why 0 As you now read the content of the chapter actively seeking an answer to an interesting question You become an active not passive reader 0 At the end of the chapter you learn How it worked outquot the actual decision the real marketer made and the results of that decision The end result students don t just read about marketing they meet real marketers and make marketing decisions they experience marketing welcome you to your introduction to marketing Grading 5 exams 100 pts 500 pts 3 case study analyses 50 pts 150 pts Brand You exercise 100 pts 100 pts 1 term paper 100 pts 100 pts total 850 pts A 92 A 9091 8 8789 B 8086 C 7079 D 6069 It is recommended that you answer the questions at the end of each chapter and write a brief review of the chapter This review and questions are not submitted for a grade This course uses a designated course email address for all correspondence and assignments Page of 14 Dixie State College Hazy School of Business The designated course email address is verl dixieedu Testing Information This course uses Online Exams The exams are at the end of each sectionmodule and will cover all the chapters within that sectionmodule These exams are of a multiplechoice truefalse format You may use your textbook for the exams however since it is a timed exam if you have not studied the chapters well it will not be possible to complete the exam in the two hours allotted Soit will not serve you well at all to just try to take the exam without prior studying the textbook There will not be a comprehensive exam at the end of the course Use the exam links in WebCT to access the online exams It is suggested that you use the Smith Computing Center for your online exams To get started with your course visit the DSC web site at wwwdixieeduonline ASSIGNMENTS Term Paper You will be required to write a term paper on one of the marketing topics listed below of your choosing It should be 47 typed pages in length singlespaced You will need to list your sources a minimum of three in correct bibliographic form at the end of the paper You should use the spell checker on your word processor Should you need more clarification about the topic or wish to discuss your approach you may either call Dr Anderson 6527840 or email at verldixieedu Much of your research of this topic will come from outside sources other than your textbook Send your completed paper as a MS Word attachment via email verldixieedu to Dr Anderson Selected Term Paper Marketing topics 0 Ecommerce Target marketing Evolution of the marketing concept Market segmentation Market myths exposed Pricing Marketing penetration strategies Market development strategies Product competition SWOT analysis Corrective advertising Cultural values and relation to marketing mix Dumping Franchising Gray market goods Green marketing Market research Telemarketing Hierarchy of needs relationship to marketing Marketing to subcultures Hispanic Blacks Asians Pacific Islanders Mormons Jews etc Reverse marketing Baby boomers Brand personality VALS values and lifestyles Test marketing OOOOOOOOOOOOOOOOOOO OOOOO Page of 15 Dixie State College Hazy School of Business Case Study Anayses You will be required to do three case study anayses see pages 14 The purpose of these Case Studies is to provide application of the marketing principles you have gained in a real worldquot setting These are actual businesses for which crucial decisions need to be made for their continued success Each of these cases should cover the material requested Although there is not a required length for a case study I would suspect these would normally be about 1 12 2 pages in length Of course they may be longer if needed They will be typed and sent as a MS Word attachment via email verldixieedu to Dr Anderson This exercise in complete form is found in the Assignments folder The first case is found in your textbook on page 30 Real Choices on American Idol Questions for you to look at are found at the end of the case These questions are not all inclusive You may wish to write your own questions and answers using the Case Analysis outline or you may wish to add to these questions to complete the Case Study The main purpose of the questions at the end is to provide some direction The second case is found in your textbook on page 391 Real Choices at Apple Computer Inc Questions for you to look at are found at the end of the case These questions are not all inclusive You may wish to write your own questions and answers using the Case Analysis outline or you may wish to add to these questions to complete the Case Study The main purpose of the questions at the end is to provide some direction Case 3 is found in its entirety in the Assignments folder It is Classic Cars of America l have attached some questions at the end of the case You may either use these questions or some of your own in your case analysis Brand You exercise You will be required to do the Brand You exercise see pages 14 It will be typed and sent as a MS Word attachment via email verldixieedu to Dr Anderson It is highly recommended that you do not do the Brand You exercise until after Chapter 3 This exercise in complete form is found in the Assignments folder For this assignment I have not set a desired length for each person s Brand You exercise will vary by the very nature of the assignment I do have one suggestion One word or even one sentence statements are not generally enough Use this assignment to be of real worth to you The more effort you expend in this exercise the better you are served personally IMPORTANT NOTICES o The instructor for this course allows students one term for course completion 0 WebCT EMail Account All students in the Online courses are automatically assigned an WebCT email account after you have officially registered for this course 0 Learning Disabilities If you have a documented disability or suspect that you have a learning problem and need reasonable accommodations please contact the Disability Resource Center at the Student Services Center phone 4356527516 or email sdialdixieedu Course Objectives This course strives to achieve the following objectives 0 To introduce who marketers are and where they work and understand marketing s role in the firm Page of 16 Dixie State College Hazy School of Business To define what marketing is and how it provides value to everyone involved in the marketing process To explore the strategic marketing process including the steps involved in developing an effective marketing program To discuss the range of services and goods that are marketed To explore what is involved in marketing planning To summarize how marketing research is conducted and describe how an organizations identifies market segments and target markets To describe the factors that marketers consider when setting prices for their products and describe the pricing process To develop the effects of technology on marketing including the use of the Internet and customization to manage customer relationships Course Goals At the end of this course students should be able to Explain value from the quot of the 39 and society Discuss the basics of marketing planning and the marketing mix tools used in the marketing process Describe the evolution of the marketing concept Analyze the external environmental forces that can affect an organization s marketing program and discuss ethical and social considerations in marketing Describe consumer and organizational buying behavior and discuss issues that marketers consider when attempting to reach global markets and multicultural customers Explain how marketers develop new products to meet customer needs and discuss the differences between managing goods and services Explain the concept of integrated marketing communications describe several tools available for promotion and explain how marketers develop implement and control a promotion program Analyze or develop a marketing strategy using the concepts and skills learned throughout this course Textbook Description Marketinq Real People Real Choices Michael R Solomon Greg W Marshall amp Elnora Stuart PearsonPrentice Hall 2006 4th edition ISBN 0131449680 Page of 1 Dixie State College Hazy School of Business A highly readable marketing text Marketing Real People Real Choices presents many unique ideas not available in other academic marketing textbooks Some of these include o TearOut Marketing Plan Template This pullout template of a marketing plan allows you to make your way through the book It provides a framework that will enable you to organize marketing concepts by chapter and create a solid marketing plan of your own Marketing Metrics In almost every chapter these boxes emphasize value and marketing metrics such as returnoninvestment ROI and provide you with real examples of how marketers calculate ROI based on their actions and how value can be quantified Across the Hall Sidebars These appeal to a wide range of students Professors from around the country teaching subject areas other than marketing weigh in on the Real People Real Choices vignettes and explain how marketing affects and is affected by disciplines such as human resources logistics and economics Real People Real Choicesquot vignettes weave through every chapter of the textbook Each highlights a marketer from a real company then asks you to consider a dilemma the marketer faced and three options the marketer had to choose from You are asked to think about which option you would choose and why Subject Areas of Emphasis To meet the objectives of this course you are responsible for reading assigned chapters in the textbook To focus your study on the most relevant aspects of the subject matter certain sections of the textbook have been emphasized Please focus your study on the following subject areas of emphasis to fully meet the requirements of the course Section One Making Marketing Value Decisions The following chapters are required for completion of this section 0 Chapter 1 Welcome to the World of Marketing 0 Chapter 2 Strategic Planning and the Marketing Environment 0 Chapter 3 Think GloballyAct Ethically Section One Objectives To meet the objectives of the course section you must read the stated chapters in their entirety This section strives to achieve the following objectives 0 To explore what is involved in marketing planning 0 To summarize the strategic planning process 0 To introduce operational planning Page of 18 Dixie State College Hazy School of Business 0 To explain why marketers scan an organization s external business environment 0 To describe what strategic functional and operational planning is within the business environment 0 To describe the elements of a formal marketing plan 0 To summarize the strategies a firm can use to enter global markets Section One Goals At the end of this section students should be able to 0 List and describe the elements of the marketing mix 0 Discuss some of the important aspects of an organization s internal environment 0 Explain what a mission statement is and why it is important within the business environment 0 Explain the role of a SWOT analysis plays in the planning process 0 Discuss the steps in the marketing planning process 0 Discuss what importance a monopoly an oligopoly monopolistic competition and pure competition is to marketers 0 Explain how marketers apply ethical business behavior to the marketing mix 0 Understand how economic political legal and cultural issues influence global marketing strategies and outcomes 0 Discuss business ethics and why it is important for organizations to adhere to ethical business behavior Section Two Understanding Consumers Value Needs The following chapters are required for completion of this section 0 Chapter 4 Marketing Information and Research 0 Chapter 5 Consumer Behavior 0 Chapter 7 Sharpening the Focus Section Two Objectives To meet the objectives of the course section you must read the stated chapters in their entirety This section strives to achieve the following objectives Page of 19 Dixie State College Hazy School of Business To develop the marketing research processes To explore the differences among exploratory descriptive and causal research and describe some research techniques available to marketers To define consumer behavior and explain the reasons why consumers buy what they buy To summarize how consumers relationships with other people influence their decision making processes To develop the steps in the consumer decision process problem recognition information search evaluation of alternatives product choice post purchase evaluation To outline the need for market segmentation in today s business environment To explain the different dimensions marketers use to segment consumer and industrial markets To show how a firm develops and implements a positioning strategy Section Two Goals At the end of this section students should be able to Describe the different types of data collection methods and types of consumer samples that researchers use Describe the advantages and disadvantages of telephone mail questionnaires facetoface interviews and online interviews interviews Explain the prepurchase purchase and postpurchase activities consumers engage in when making a decision Describe how internal factors influence consumers decisionmaking process Explain how marketers evaluate and select potential market segments Explain how marketers develop a targeting strategy Describe what market segmentation is and why it is an important strategy in today s marketplace Section Three Creating the Value Proposition The following chapters are required for completion of this section Chapter 8 Creating the Product Chapter 9 Managing the Product Page ofIl Dixie State College 0 Chapter 10 Services and Other Intangibles 0 Chapter 11 Pricing the Product Section Three Objectives To meet the objectives of the course section you must read the stated chapters in their entirety This section strives to achieve the following objectives 0 To explain the importance of new products 0 To list and explain the steps in developing new products 0 To explain how firms manage products throughout the product life cycle 0 To discuss how branding creates product identity and describe different types of branding strategies 0 To explain the importance of pricing and how prices can take both monetary and nonmonetary forms 0 To discuss marketing strategies for services Section Three Goals At the end of this section students should be able to 0 Describe how firms develop new products 0 Explain the roles packaging and labeling play in developing effective product strategies 0 Describe the four characteristics of services 0 To explain the product life cycle concept and summarize the stages of the product life cycle 0 Describe the psychological legal and ethical aspects of pricing 0 Discuss breakeven analysis marginal analysis and explain how marketers use break even and marginal analysis Section Four Communicating the Value Proposition The following chapters are required for completion of this section 0 Chapter 12 Connecting with the Customer 0 Chapter 13 Advertising and Public Relations 0 Chapter 14 Sales Promotion Personal Selling and Sales Management MKTG 301040 Spr08 Anderson Page 11 of 1 6 Dixie State College Chapter 15 Creating Value Through Supply Chain Management Section Four Objectives To meet the objectives of the course section you must read the stated chapters in their entirety This section strives to achieve the following objectives To outline the role of marketing communications To explain guerilla marketing viral marketing buzz and hype To explain integrated marketing communications and its characteristics To list the elements of the promotion mix and describe how they are used to deliver personal and mass appeals To tell what advertising is and describe the major types of advertising To explain what a distribution channel is and what functions distribution channels perform Section Four Goals At the end of this section students should be able to List and describe the elements of the promotion mix List and explain the steps in the development of an IMC Strategy Describe some of the methods firms use to develop marketing communications budgets Explain how marketers evaluate advertising Explain the important role of personal selling in the marketing effort List the steps in the personal selling process Describe the types of distribution channels and the steps in planning distribution channel strategies Section Five Delivering the Value Proposition The following chapters are required for completion of this section Chapter 16 Retailing Bricks and Clicks Section Four Objectives To meet the objectives of the course section you must read the stated chapters in their entirety MKTG 301040 Spr08 Anderson Page120f16 Dixie State College This section strives to achieve the following objectives 0 To describe how retailers are classified 0 To describe the more common forms of nonstore retailing 0 To describe BZC ecommerce and its benefits limitations and future promise 0 To show how the wheelof retailing and retail life cycle theories explain the evolution of retailing 0 To explain how retail stores differ in terms of their merchandise mix Section Five Goals At the end of this section students should be able to 0 Define retailing and understand how retailing evolves 0 Understand the importance of store image to a retail positioning strategy and explain how a retailer can create a desirable image in the marketplace 0 Describe the differences in merchandise assortments for convenience stores supermarkets specialty stores discount stores department stores and hypermarkets 0 Discuss store image and why is it important 0 Discuss store atmospherics 0 To explain some of the different types of store locations and what their advantages and disadvantages are Brand You amp Case Study Exercises You are required to complete the following Brand You Marketing Yourself exercise This Brand You exercise Will be found in its entirety Within the Assignments folder The Brand You exercise introduces you to the idea that YOU are a brand You are asked to connect ideas in the book ie marketing message to yourself ie what would I say about myself to a potential employer in a 30 second commercial How does this work Have you ever considered that your employer is your customer Employers have needs just like every other consumer The Brand You exercise suggests you tune into employers needs and market a brand called You The result is you gain a deeper understanding verses memorization of marketing concepts by struggling to apply it in a real context marketing yourself to an employer You will find you are well prepared for job interviews having built a job search portfolio This resource will help you to market yourself in today s competitive marketplace MKTG 301040 Spr08 Anderson Page 13 of 1 6 Dixie State College Learning Objectives To show you that marketing is applicable to your future by using the strategic marketing process and marketing mix when looking for a job Definitions The following marketing terms are referred to in this activity 0 Marketing Mix The elements of the marketing mix are the marketing manager s controllable factors product price promotion and place that can be taken to solve a marketing problem 0 Points of Difference Are those characteristics of a product that make it superior to competitive substitutes o Positioning The place an offering occupies in a consumer s mind with regard to important attributes relative to competitive offerings Situation Analysis Taking stock of where the firm or product has been recently where it is now and where it is headed in light of the organization s plans and the external factors and trends affecting it Strategic Marketing Process The approach whereby an organization allocates its marketing mix resources to reach its target markets SWOT Analysis An acronym describing an organization s appraisal of its internal strengths and weaknesses and external opportunities and threats Nature of the Activity To have you apply the strategic marketing process to yourselves as you seek employment TearOut Marketing Plan Template This pullout template of a marketing plan allows you to make your way through the book It provides a framework that will enable you to organize marketing concepts by chapter and create a solid marketing plan of your own Case Study Analyses You will be required to do three case study analyses see pages 12 14 They will be typed and sent as a MS Word attachment via email verldixieedu to Dr Anderson It is highly recommended that you do not do the Case Study analyses until after Chapter 11 The Case Study exercises will be found in their entirety within the Assignments folder Case 1 Real Choices on American Idol The first case is found in your textbook on page 30 Real Choices on American Idol Questions for you to look at are found at the end of the case These questions are not all inclusive You may wish to write your own questions and answers using the Case Analysis outline or you may wish to add to these questions to complete the Case Study The main purpose of the questions at the end is to provide some direction Case 2 Real Choices at Apple Computer Inc The second case is found in your textbook on page 391 Real Choices at Apple Computer Inc Questions for you to look at are found at the end of the case These questions are not all inclusive You may wish to write your own questions and answers using the Case Analysis outline or you may wish to add to these questions to complete the Case Study The main purpose of the questions at the end is to provide some direction MKTG 301040 Spr08 Anderson Page 14 of 1 6 Dixie State College Case 3 The third case is found in its entirety in the Assignments folder It is Classic Cars of America l have attached some questions at the end of the case You may either use these questions or some of your own in your case analysis see attached Classic Cars of America case Supplemental Reading List Provided following is a list of exceptional supplemental resources to aid you in mastering the subject of this course Although exam material will not be based on the supplemental data and reviewing the available resources is completely optional Dixie State College encourages all students to explore and expand their knowledge base in the subject material which may assist in successful passage of the course Listed below is a general list of optional readings that relate to the overall subject material Books 0 Corporation annual reports 0 Michael Solomon Conquering Consumerspace Marketing Strategies for a Branded World AMACOM Books 2003 0 Donald Schultz Sales Promotion Essentials 2quotd ed NTC Business Books 1993 0 Roger Kerin Marketing the Core lrwin 2004 o The field of Marketing changes so often it is usually more valuable to research the Internet or Journals than books JournalsMagazine Articles 0 Advertising Age 0 Journal of Service Marketing 0 Journal of Consumer Affairs 0 Brandweek o Fortune 0 Harvard Business Review 0 Sales and Marketing Management 0 Journal of Marketing 0 Journal of Consumer Marketing 0 Wall Street Journal Websites 0 wwwmarketinggowercom MKTG 301040 Spr08 Anderson Page 15 of 1 6 Dixie State College 0 wwwws39com wwwadagecom wwwusatodaycom 0 search Google on the Internet for specific marketing topics Examinations Please Note The examinations are available for students to take using Dixie State College s online testing software They will be of a truefalse or multiple choice format The exams are to be openbook and you will have two hours to complete each exam You may use the textbook or any notes you have taken to assist you with taking the examinations You will not need a calculator and math will not be a part of this exam MKTG 301040 Spr08 Anderson Page 16 of 1 6
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