MKTG 504: MARKETING MANAGEMENT
COURSE OUTLINE
31 January 2008 SECTION MKTG 504-UB1
The current edition of the text is Marketing Management 12/E by Kotler,
P. and Keller, K. L. ISBN-0-13-145757-8
FIRST, IF YOU DID NOT KNOW IT, COLLEGE PROFESSORS FORM THE CHEAPEST
PROFESSION IN THE WORLD. THEREFORE, I URGE YOU TO SAVE MONEY ON THE TEXT BOOK!!
EITHER THE 12TH (EXPEN$IVE) OR THE 11TH (CHEAP) EDITION OF MARKETING
MANAGEMENT IS ACCEPTABLE. THE COURSE OUTLINE REFERS TO THE RECOMMENDED
MATERIAL IN BOTH EDITIONS. TO FIND A CHEAP
TEXT=>
GO TO WWW.BIGWORDS.COM TO SEARCH
FOR:
Kotler, Philip (2002) Marketing Management 12th ed.
Prentice Hall.
Here’s a search done
on January 1, 2008 for the 12th edition.
|
Marketing Management (12th
Edition) |
|
|
|
|
store |
subtotal |
shipping &
deals |
total cost |
|
|
$27.49 |
$0.99 |
$28.48 |
|
|
|
|
|
|
Abebooks |
$30.00 |
$3.00 |
$33.00 |
|
Amazon |
$63.00 |
$3.99 |
$66.99 |
|
Barnes&Noble.com |
$52.59 |
$3.89 |
$56.48 |
|
Valore Books |
$38.00 |
$3.95 |
$41.95 |
|
BooksAMillion.com |
$165.00 |
$10.00 |
$175.00 |
|
textbooks.com |
$100.02 |
$0.00 |
$100.02 |
|
eCAMPUS.com |
$37.03 |
$2.97 |
$40.00 |
|
BetterWorld.com |
$165.48 |
$0.00 |
$165.48 |
|
Alibris |
$52.59 |
$1.99 |
$54.58 |
|
TextbookX |
$38.50 |
$2.99 |
$41.49 |
|
half.com |
$34.00 |
$3.49 |
$37.49 |
YOU CAN ORDER ONLINE AND WILL HAVE TO PAY A SHIPPING CHARGE. GOOD LUCK
WITH YOUR CHOICE!
Course Section
Instructed by
Dr.
COURSE DESCRIPTION: Covers concepts, processes, and
institutions necessary for the effective global marketing of goods and services
including an analysis of market opportunities, buyer behavior, product
planning, pricing, promotion, distribution and the role of marketing within the
organization and in society.
COURSE GOALS AND OBJECTIVES:
Upon completing this course a student will be able to:
Identify and describe in your own words important marketing terms and
concepts with particular emphasis on those associated with marketing strategy:
segmentation and targeting, product, pricing, promotion, and distribution.
Describe the principles of marketing management and the relationships
between marketing and other business functions, government, and society.
Explain how the marketing principles apply not only to physical goods,
but also to services, ideas, people, and places.
Describe the social, cultural, political, legal, ethical, technological,
economic, and other variables that affect marketers' decisions.
Describe the role of marketing not only in individual firms or
organizations, but also in the
Demonstrate your skills in written and oral communications, analytical
thinking, and research through individual and group assignments;
Explain the impact of technological innovations on marketing;
Compare and contrast marketing activities in domestic and global
environments, whether in consumer and industrial (business-to-business)
contexts;
Examine and describe important ethical issues associated with
marketing;
COURSE METHODOLOGY:
A typical session in this course will consist of reading the course
text, and other readings as assigned including marketing management cases. In
addition there will be case analyses to be analyzed and presented by groups of
students to the class.
There will be a set of guided lectures to help focus on the most
important marketing topics. Our classes will be the vehicle for covering and
discussing marketing concepts and practices.
In addition, you will complete and submit written assignments.
There are two exams: a midterm and final. Each consists of 50
multiple choice questions and essays, some of which apply to case concepts and
analytic techniques.
USEFUL GENERAL READING:
It is useful to become familiar with the literature of management and
marketing. A subscription to Business Week is strongly recommended and
the Wall Street Journal as your time permits.
COURSE TEXT AND READING MATERIALS:
Kotler, Philip, and Keller, Kevin (2005) Marketing Management 12th
ed. Prentice Hall (ISBN 0-13-14575-8.)
Course cases and readings placed on the Internet as either Internet
pages or downloadable Adobe Acrobat pdf files.
COURSE ASSIGNMENTS AND GRADING
|
Individual in class contributions |
5% |
|
Group case analysis, marketing plan creation and presentation |
17% |
|
Group case (situation) analysis and marketing plan creation (2 of the
cases used) |
8% |
|
Individual Midterm Exam |
30% |
|
Individual Final Exam |
40% |
|
There may be an optional small survey project worth 3% |
|
Class Discussion: Each class will be the opportunity to help us all
learn by sharing experience and observations. At minimum we can achieve the
goal of group learning by making meaningful contributions each class.
Group Case (situation) Analysis:
The team will choose two cases to analyze and hand in. Each analysis is
worth 4% of the course grade. The written analysis must not exceed 2 pages
(Appendices with supporting material may be attached) and will be graded on
efficiency of analysis, quality of analysis and use of marketing concepts. The
analysis should be both of high quality and use appropriate concepts from
marketing strategy. They should conform to the following physical
specifications:
I. Typed, double spaced in clear, dark
type.
II. Cover page with team member names, case name,
date.
III. MAXIMUM of two (2) pages of text.
IV. 8 1/2 X 11 inch paper. (or A4)
Group Case Presentation: Groups of students will prepare a market plan
for one of five cases in the sessions listed below. These will available in
class. The class will be our opportunity to learn together and your grade will
be based on the overall quality, rather than quantity, of your contributions.
Managers are often required to make oral presentations within their
organizations or to customers. In order to develop these skills, you will be
required to make an oral presentation of one of the cases for which you submit
a 5 page analysis. These presentations will be limited to 45 minutes, will be
done by teams and must use visual aids. Presentations should include
some discussion of the following:
I. A brief statement of the problems
being analyzed.
II. A description of the real-life industry
within which the case takes place.
III. A list of several feasible solutions, preferably
prioritized.
IV. Defense of the solutions selected.
Individual Work:
Midterm Exam: The exam will consist of 50 Multiple Choice
and several Essay questions.
Final Exam: The exam will also consist of 50 Multiple
Choice and several Essay questions.
General characteristics of exams: The multiple-choice material to be
found on the exams comes primarily from the text. The essay material will
come from notes, class discussions and other course material that is not
primarily based on the text.
MINIMUM GRADE SCORE TO ACHIEVE A SPECIFIC LETTER GRADE:
A = 94 A- = 90 B+= 87 B = 84 B- = 80 C+ = 77 C = 74 C- = 70 F = LOWER
THAN 70
CLASS SIZE ISSUES
A NOTE ABOUT CLASS SIZE AND THE POSSIBLE NEED FOR ADDITIONAL CASES
At the time this syllabus is being written, class size is unknown.
In the event that the class enrollment tops 30, we'll have to add one or more
cases to keep group size down.
Important source of information…..
http://home.ubalt.edu/ntsbpitt/
You’ll find downloadable materials needed for the course there.
|