Introduction to Marketing – BAD 250

Course Syllabus

Fall Semester, 2006

Tuesday & Thursday, 5:00 to 6:15pm – Lewis 312

Instructor: Mike Harvey

Email: mharvey@dom.edu

Office: FA 313

Objectives of the course:

1. Understand the marketing fundamentals of satisfying global customers.
2. Identify and assess customer needs and buying considerations.
3. Create and communicate the “value proposition” in today’s marketplace.

Upon course completion, you will be able to:

ü Identify the principles of marketing as it relates to the economic, social / cultural, legal / political / regulatory environment of the global marketplace.

ü Evaluate how marketing information and research help determine how and why people and businesses buy.

ü Assess the various strengths and weaknesses of a marketing plan and the impact it has on a company’s business strategy.

ü Provide written and verbal analyses of case problems and / or opportunities.

Assigned Text

Solomon / Marshall / Stuart, Marketing: Real People, Real Choices. 4^th edition. Upper Saddle River, New Jersey: Pearson Prentice-Hall, 2006. ISBN 0-13-144968-0.

Evaluation:

Your evaluation will be based on several assessments of marketing-related issues, a comprehensive research paper, a presentation and class attendance / oral participation.

· Individual “Write-Ups” – analyses of various marketing issues related to problems and/or opportunities from the text (3 @ 15% each) ..……..45%

· Team Project – a specific company analysis designed to illustrate effective use of marketing programs………….……………...….…….30%

· Individual Marketing Plan Outline -- a critical evaluation of a marketing plan outline to be presented to the group ……..………….15%

· Class Attendance / Oral Participation ……..……………………….10%

Course Calendar:

Class Sessions	Reading Topics / Assignments Given	Due
August 29-31 (Tues-Thurs)	Introductions / Course Syllabus - Expectations “Welcome to the World of Marketing”	Chapter 1
September 5-7	Strategic Planning & the Marketing Environment Assign 1^st Write-Up	Chapter 2
September 12-14	Think Globally / Act Ethically	Chapter 3 1st Write-Up
September 19-21	Marketing Information & Research Assign 2^nd Write-Up	Chapter 4
September 26-28	Consumer Behavior	Chapter 5 2^nd Write-Up
October 3-5	Business-to-Business Markets Assign 3^rd Write-Up	Chapter 6
October 10-12	Sharpening the Focus: Targets & CRM	Chapter 7 3^rd Write-Up
October 17-19	Creating the Product Initiate Team Project / Research Paper	Chapter 8
October 24-26	Managing the Product	Chapter 9
October 31 - November 2	Services & other Intangibles	Chapter 10
November 7-9	Pricing the Product	Chapter 11
November 14-16	Connecting with the Customer: IMC	Chapter 12 Project
November 21	Advertising and Public Relations Assign Marketing Plan Outlines	Chapter 13
November 23	----- Thanksgiving Break -----
November 28-30	Sales Promotion, Personal Selling & Sales Management	Chapter 14
December 5-7	Creating Value through Supply Chain Management	Chapter 15
December 12-14	Wrap Up / Marketing Plan Outlines	Presentations