Course Outline (view as calendar) (link to online book)
September 08 :: Course Introduction and What is Marketing
- Introduction to course
- Class syllabus and book
- Here is a link to the Business Department Student Orientation where you can explore how becoming a Business major may benefit you. http://bit.ly/mcbusinessorientation
- Chapter 1: What Is Marketing?
- Marketing Defined
- Marketing in Action
- The Marketing Concept
- Marketing and Customer Relationships
- How Organizations Use Marketing
- Value of Marketing
September 15 :: Marketing Function
- Chapter 2: Marketing Function
- Importance of Customer
- Segmentation and Targeting Introduction
- Communicating the Value Proposition
- Evaluating Value Proposition Examples
- Marketing Mix
- Using the Marketing Mix
- Role of Marketing Plan
September 22 :: Segmntation and Targeting
- Chapter 3: Segmentation and Targeting
- Segmentation and Targeting Rationale
- Common Segmentation Approaches
- Segmentation Decisions
- Targeting and Marketing Mix
September 29 :: Marketing Strategy
- Chapter 4: Marketing Strategy
- Evaluate Alignment of Marketing Strategies
- Marketing Strategy Mechanics
- Strategic Planning Tools
- Examples of Corporate Strategies
- Customer Relationships
October 06 :: Ethics and Social Responsibility & Test #1
- Chapter 5: Ethics and Social Responsibility
- Ethical Marketing Issues
- Regulatory Laws
- B2B and B2C Marketer Ethical Dilemmas
- Ensuring Ethical Marketing and Sales
- Social Responsibility Marketing Impact
- Test #1 (chapters 1 - 5)
October 13 :: Marketing Info. and Research & Consumer Behavior
- Chapter 6: Marketing Information and Research
- Importance of Marketing Information
- Types of Marketing Information
- The Marketing Research Process
- Marketing Research Techniques
- Marketing Data Sources
- Customer Relationship Management (CRM) Systems
- Using Marketing Information
- Chapter 7: Consumer Behavior
- Buying Process Stages
- Low-Involvement vs. High-Involvement Decisions
- Factors Influencing Consumer Decisions
- B2B Purchasing Decisions
October 20 :: Positioning
- Chapter 8: Positioning
- Defining Positioning and Differentiation
- The Positioning Process
- Developing Positioning Statements
- Repositioning
- Implementing Positioning Strategy
October 27 :: Branding & Product Marketing
- Chapter 9: Branding
- Elements of Brand
- Brand Equity
- Brand Positioning and Alignment
- Name Selection
- Packaging
- Brand Development Strategies
- Chapter 10: Product Marketing
- Products and Marketing Mix
- Product Life Cycle
- Product Portfolio Management
- New Product Development Process
- Challenges for New Products
November 03 :: Promotion: Integrated Marketing Communication & Test #2
- Chapter 13: Promotion: Integrated Marketing Communication (IMC)
- Integrated Marketing Communication (IMC) Definition
- Defining the Message
- Determining IMC Objectives and Approach
- Marketing Communication Methods
- Using IMC in the Sales Process
- Customer Relationship Management (CRM) Systems and IMC
- Measuring Marketing Communication Effectiveness
- Developing a Marketing Campaign and Budget
- Test #2 (chapters 6 - 10)
November 10 :: Advertising Sample Presentations
- Submit the advertising samples and video on Monday
- Watch samples during the week
November 17 :: Pricing Strategies & Place: Distribution Channels
- Chapter 11: Pricing Strategies
- Pricing Impact on Value of Products or Services
- Pricing Considerations
- Common Pricing Strategies
- Price Elasticity
- Competitive Bidding
- Chapter 12: Place: Distribution Channels
- Using Channels of Distribution
- Managing Distribution Channels
- Retailers As Channels of Distribution
- Integrated Supply Chain Management and the Distribution Strategy
November 24 :: The Elevator Pitch
- Present your elevator pitch online
December 01 :: Global Marketing & the Marketing Plan
- Chapter 14: Marketing Globally
- Globalization Benefits and Challenges
- Approaches to Global Competition
- Factors Shaping the Global Marketing Environment
- Chapter 15: Marketing Plan
- Elements of the Marketing Plan
- Presenting the Marketing Plan
- The Marketing Plan in Action
December 08 :: Marketing Plan Presentations
- Watch final marketing plans all week
December 15 :: Test #3
- Test #3 (chapters 11 - 15)