Syllabus MKT/571 Version 6

School of Business MKT/571 Version 6 Marketing

Copyright 2011, 2010, 2009, 2008 by University of Phoenix. All rights reserved.

Course Description This course prepares students to apply marketing concepts to create and sustain customer value. Students learn to solve marketing problems in a collaborative environment. Topics include market research, customer relationships, branding, market segmentation, product development, pricing, channels, communications, and public relations. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: University policies: You must be logged into the student website to view this document. Instructor policies: This document is posted in the Course Materials forum.

University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your current class modality. Course Materials Kotler, P., & Keller, K. L. (2007). A framework for marketing management (3rd ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Kotler, P., & Keller, K. L. (2006). Marketing management (12th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Newsom, D., Turk, J. V., & Kruckeberg, D. (2004). This is PR: The realities of public relations (8th ed.). Belmont, CA: Thomson-Wadsworth. All electronic materials are available on the student website.

Week One: Understanding Marketing Management

Details
Objectives 1.1 Identify fundamental marketing concepts, trends, and tasks. 1.2 Identify components of an effective marketing plan. 1.3 Apply the market research process in developing a business solution. Read objectives and welcome. Read Ch. 1 & 2 of Marketing Management. Read Ch. 3 of A Framework for Marketing Management. Read the Classic Airlines Scenario.

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Readings

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Participation Learning Team Instructions

Participate in class discussion. DQ 1 due Thursday, Day 3. DQ 2 due Saturday, Day 5. Create Learning Team Charter. Begin working on your Product Offering assignment due in Week Two. Submit company and product for instructors approval as early as possible.

4 of 7 days Monday, Day 7

4 2

Individual Classic Airlines and Marketing

Consider what product or service Classic Airlines is marketing, the marketing challenges it faces, and its current corporate culture. Write a 350- to 700-word paper explaining some of the marketing concepts found in this weeks readings, and how they can be related to the context of the scenario. Include citations and references where appropriate. Format your paper consistent with APA guidelines.

Monday, Day 7

14

Week Two: Buyer Behavior

Details
Objectives 2.1 Analyze how organizations build strong customer relationships and customer value through marketing. 2.2 Explain the factors that influence consumer purchasing decisions. 2.3 Analyze how markets are segmented to form target markets. 2.4 Explain the important decisions involved in developing branding strategies. Read Ch. 49 of A Framework for Marketing Management. Participate in class discussion. DQ 1 due Thursday, Day 3. DQ 2 due Saturday, Day 5. Resource: Milkshakes: Understanding the Job video Choose a product that you use frequently and can be categorized as a commodity. Determine and list the basic utility of the product chosen. Identify the products current marketing and promotional strategies and explain how the manufacturer wants its consumers to use it. Use Clay Christensens milkshake analogy to answer the following regarding the product chosen: What is the products job? What are the substitutions? What alternative marketing strategies could be implemented 4

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Readings Participation Nongraded Activities and Preparation Milkshakes: Understanding the Job Video

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to redefine the utility of your product? In addition to the products original market, how will product definition change its target market? What effects will re-marketing your product have on current consumer behavior? What are the risks of implementing Clay Christensens milkshake analogy? What additional consumer needs are satisfied by using Clay Christensens approach? Monday, Day 7 5

Learning Team Product Offering Annotated Bibliography

Perform a product launch as a team (see pp. 6167 (Ch. 2) of Marketing Management for a sample plan). You will complete parts of the assignment research in the coming weeks; the full launch of the product will be completed in Week Six. Once you have received your instructors approval for the product identified in this weeks assignment, continue to work on the product launch plan based on the outline given in Week Six. You should not wait until the final week to finish the full assignment. For this weeks assignment, you will submit an annotated bibliography as a team for the research you have completed to answer the following list of items that must be covered in the final plan. For the Week Six assignment, however, detailed research is expected. Select a company that has its headquarters in a foreign country (located in country other than the United States). Select a product for a marketing launch in this country, your domestic market for your product. Research the following components for your Product Launch Plan: Market needs Market growth A brief SWOT Analysis Competition Product offering/product definition Product identification Justification for choice of product

Format your annotated bibliography with APA guidelines. Individual Select a company and one of their products or services for your week three individual paper. Submit your company and product or service for instructor approval in your individual forum.

Week Three: Product Development and Pricing Strategies

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Details
Objectives 3.1 Apply a product development decision process to a new product or service launch. 3.2 Describe marketing strategies that increase service quality. 3.3 Evaluate pricing strategies and programs for setting and adapting the price of a new product or service. Read Ch. 1012 of A Framework for Marketing Management. Participate in class discussion. DQ 1 due Thursday, Day 3. DQ 2 due Saturday, Day 5. Select a second country as the international market for your product. (Your home country was selected in Week Two.) Submit international market for instructor approval in your Learning Team Forum. Begin working on Channel and Pricing Strategies assignment due in Week Four. Individual Strategic Marketing Plan Analysis Select a company and one of their products or services to implement a new strategic marketing plan or defend the companys current marketing strategy. Ensure that you have received instructor approval prior to beginning this project. Analyze the current marketing situation at the company you have selected. Assume that the marketing department must implement a new marketing strategy or defend the companys current marketing strategy. Create or Describe the Strategic Marketing Plan for your company (refer to Framework for Marketing Management p. 23) including customer segmentation, market focus, and value positioning strategies. Defend your decisions with research and outline what steps your company will take to communicate the new marketing focus. Write a 750-1,000 word paper. Format your paper consistent with APA guidelines.

Due

Points

Readings Participation Learning Team Instructions

4 of 7 days

Monday, Day 7

20

Week Four: Channel Strategies and Foreign Markets

Details
Objectives 4.1 Evaluate marketing channel strategies for a new product or service. 4.2 Evaluate strategies for entering foreign markets with a new

Due

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product or service. Readings Participation Learning Team Instructions Learning Team Channel and Pricing Strategies Research Read Ch. 13 & 14 of A Framework for Marketing Management. Read Ch. 21 of Marketing Management. Participate in class discussion. DQ 1 due Thursday, Day 3. DQ 2 due Saturday, Day 5. Begin working on your Communications Plan assignment due in Week Five. Develop channel and pricing strategies for your product launch, and include both your domestic and international markets. For this weeks assignment, you will submit an annotated bibliography as a team for the research you have completed to answer the following list of items that must be covered in the final plan. Research the following components for your Product Launch Plan: Justify your choice of international market. The justification should employ specific data from research conducted. o What is the sustainability of the market? o What are the factors that influence your selected market? Trends Size of market Growth rate Profitability Monday, Day 7 5 4 of 7 days 4

Select an appropriate channel strategy for both your domestic and international markets, and justify your selection. Include pricing strategies for entering both the domestic and international markets. Evaluate the implications of changing environmental factors on organizational choices for your selected country and international market. You must address the following factors: o o Government, political, or governing bodies Who are the major legal entities? How might they influence organizational choices? What are the risk factors? Economic What is the role of interest rates, exchange rates, and monetary or fiscal policies? How might the organization use these factors to

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avoid to risk? o Innovation and technology What are the key innovations and technologies available to the organization? How might changing technologies be used to the organizations advantage? o Social and demographic How might cultural diversity be used to add value to the organization? What skills might organizations need to implement the strategy? What are the costs involved in acquiring those skills? Format your annotated bibliography with APA guidelines.

Week Five: Communicating Value

Details
Objectives 5.1 Evaluate factors involved in developing and managing an effective marketing communications plan for a new product or service. 5.2 Evaluate advertising and promotion programs for a new product or service. 5.3 Evaluate technology trends in marketing. Read Ch. 15 & 16 of A Framework for Marketing Management. Read pp. 612616 in Ch. 19 of Marketing Management. Read Ch. 20 of Marketing Management. Participate in class discussion. DQ 1 due Thursday, Day 3. DQ 2 due Saturday, Day 5. Begin working on the Product Launch assignment due in Week Six. Develop a communications plan for your product launch, including both your domestic and international markets. For this weeks assignment, you will submit an annotated bibliography as a team for the research you have completed to answer the following list of items that must be covered in the final plan. Research the following components for your Product Launch Plan: Monday, Day 7 5 4

Due

Points

Readings

Participation Learning Team Instructions Learning Team Communications Plan Research

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Evaluate factors involved in developing and managing an effective marketing communications plan for the new product. Evaluate advertising and promotion programs for the new product. Evaluate the technology trends available to help you market the product. Compare and contrast the marketing communication strategies for both your domestic and international markets, and explain the differences. Format your annotated bibliography with APA guidelines.

Week Six: Public Relations and Ethics in Marketing

Details
Objectives Readings Individual Final Examination 6.1 Analyze the role of ethics and social responsibility in marketing. 6.2 Evaluate public relations strategies for a new product or service. Read Ch. 11 of This is PR. Read the Week Six Electronic Reserve Readings. Resources: Ch. 1, 2, 19, 20 & 21 of Marketing Management, Ch. 316 of A Framework for Marketing Management & Ch. 11 of This is PR Click the link to the Final Examination on the student website; the link is available from the end of Week Five through the end of Week Six. Complete the Final Examination. You are allowed one attempt to complete the examination, which is timed and must be completed in 3 hours. Results are auto-graded and sent to your instructor. In addition, copy and paste exam results into a thread in your individual forum to ensure your results are received by the instructor. Learning Team Product Launch Plan Develop a product launch plan for two markets (domestic and international). Write a 2,000- to 3,000-word paper explaining each of the following elements in your teams Product Launch Plan: Product description Product positioning Targeting Market needs Market potential and market growth Company SWOT analysis (include analysis from both Monday, Day 7 15 Monday, Day 7 10

Due

Points

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countries chosen) The competition Marketing objectives and marketing strategy Pricing Marketing communication (including public relations) Distribution strategy (domestic and international market entry) Financial information (a budget showing product launch expenses and a unit forecast by quarter for 3 years) Marketing research conducted for the plan Format your paper consistent with APA guidelines. Individual Learning Team Evaluation Complete a learning team evaluation, assessing all team member performance. Monday, Day 7 4

Discussion Questions
Week One Discussion Questions How is marketing management both an art and a science? What marketing challenges and opportunities do businesses face today? What are some trends or megatrends that you have personally recognized in the macroenvironment? Which of these trends or megatrends do you think marketers should target? Why? ** please attempt to identify megatrends not already identified by classmates who posted before you ** Week Two Discussion Questions What are some brands that you believe have high brand equity? What are some of the elements of these recognizable brands? Do you think it is crucial to manage brand equity? If so, why? Name a recent brand crisis with which you are familiar. Do you feel this crisis was managed well? Why or why not? ** please attempt to identify brands/brand crises not already identified by classmates who posted before you ** What are some factors that influence consumer purchasing decisions? Which do you believe are most important? What are some ways markets can be segmented? How do firms decide which market segments to target? Week Three Discussion Questions What should a company consider when attempting to develop a new product? Can you think of some new products that have failed? What do you think were the causes of this failure? How would you have handled the product launch differently? Provide at least two examples. ** please attempt to identify product failures not already identified by classmates who posted before you ** Why do services pose unique challenges to marketers? How important are customer expectations in regard to managing and maintaining service quality? How important a role does employee or staff satisfaction play in the management of service quality?

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Week Four Discussion Questions Why are marketing channels and intermediaries necessary? What is the most important function carried out by intermediaries? Why? Why do channel arrangements sometimes must be modified over time? What are some types and sources of channel conflict? What are some of the ethical considerations in channel relations? Week Five Discussion Questions Name an advertising campaign you believe was successful. What made this campaign successful? Name an unsuccessful advertising campaign. What made this campaign unsuccessful? Why is it important to evaluate communications and sales effects? What are the primary differences between advertising and publicity? How ethical is advertising that appears as publicity? ** please attempt to identify advertising campaigns not already identified by classmates who posted before you **

Copyright
University of Phoenix is a registered trademark of Apollo Group, Inc. in the United States and/or other countries. Microsoft, Windows, and Windows NT are registered trademarks of Microsoft Corporation in the United States and/or other countries. All other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended to imply endorsement, sponsorship, or affiliation. Final exams contain third-party copyrighted materials. Portions are: Copyright 2011 University of Phoenix. All rights reserved. Copyright 2011 Pearson Education. All rights reserved. Copyright 2011 Cengage Learning. All rights reserved. Edited in accordance with University of Phoenix editorial standards and practices.