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Course Syllabus MKT/421

Course Syllabus
School of Business MKT/421 Marketing
Copyright 2009, 2008, 2005, 2004, 2003, 2001 by University of Phoenix. All rights reserved.

Course Description This course involves an integrated analysis of the role of marketing within the total organization. Specific attention is given to the analysis of factors affecting consumer behavior, the identification of marketing variables, the development and use of marketing strategies, and the discussion of international marketing issues. Course Materials Armstrong, G., & Kotler, P. (2009). Marketing: An introduction (9th ed.). Upper Saddle River, NJ: Pearson Education. Kerin, R. A., Hartley, S. W., Berkowitz, E. N., & Rudelius, W. (2009). Marketing (9th ed.). New York, NY: McGraw Hill. Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). Upper Saddle River, NJ: Prentice-Hall. Perreault, W. D., Cannon, J. P., & McCarthy, E. J., Jr. (2009). Basic marketing: A marketing strategy planning approach (17th ed.). New York, NY: McGraw Hill. All electronic materials are available on the student website. Course Topis & Objectives

Week One: Marketing Fundamentals


Details
Objectives 1.1 1.2 1.3 1.4 Define marketing. Explain the importance of marketing in organizational success. Describe the elements of the marketing mix. Explain the importance of the marketing mix in the development of marketing strategy and tactics. 1.5 Create a marketing plan. 1.6 Identify quantifiable elements that can be used to evaluate, monitor, and control marketing effectiveness. Read Ch. 1 & 2 of Basic Marketing. Read Ch. 1 & 2 of Marketing Management. Review this weeks Electronic Reserve Readings. Participate in class discussion. Respond to weekly discussion questions.

Due
All Week

Points

Readings

All Week

Participation Discussion

All Week Thursday

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Course Syllabus MKT/421

Questions Learning Team Instructions Resources: University Library, Internet Create the Learning Team Charter. Create a new product or service for an existing organization. Begin working on the Marketing Plan. Your Learning Team will complete assignments related to creating a Marketing Plan. These assignments will culminate in the Marketing Plan: Final Paper and Presentation due in Week Five. The Marketing Plan deliverables are: Individual Defining Marketing Marketing Plan: Phase I Paper Marketing Plan: Phase II Paper Marketing Plan: Phase III Paper Marketing Plan: Final Paper and Presentation

Saturday Monday

Resource: University Library Write a 700- to 1,050-word paper in which you define marketing. Include in your paper your personal definition of marketing and definitions from two different sources. Based on these definitions, explain the importance of marketing in organizational success. Provide at least three examples from the business world to support your explanation. Properly cite sources used in the paper. Format your paper consistent with APA guidelines.

Monday

Week Two: Marketing Research


Details
Objectives 2.1 Justify the importance of marketing research in the development of marketing strategy and tactics. 2.2 Analyze the importance of competitive intelligence and analysis in marketing. 2.3 Identify various segmentation criteria that impact target market selection. 2.4 Describe the various types of organizational buyers and consumers and the factors that influence their purchasing decisions. Read Ch. 8 of Marketing. Read Ch. 4, 5, & 6 of Marketing: An Introduction. Review this weeks Electronic Reserve Readings. Participate in class discussion. Respond to weekly discussion questions.

Due
All Week

Points

Readings

All Week

Participation Discussion Questions

All Week Thursday Saturday

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Course Syllabus MKT/421

Individual Marketing Mix

Resources: University Library, Internet Write a 1,400- to 1,750-word paper in which you describe the elements of the marketing mix (product, place, price, and promotion). In addition, select an organization with which you are familiar and describe how each one of the four elements of the marketing mix affects the development of the organizations marketing strategy and tactics. Describe how each element is implemented. Specifically identify your selected organization and the industry in which it exists. Format your paper consistent with APA guidelines.

Monday

10

Learning Team Marketing Plan: Phase I

Resources: University Library, Internet Create a new product or service for an existing organization. This product or service will be the basis for your Marketing Plan Paper. Obtain your instructors approval of your product or service before beginning this project. Write a 1,400- to 1,750-word paper to include the following: An overview of the existing organization A description of the new product or service An explanation of the importance of marketing to your selected organizations success A SWOTT (Strengths, Weaknesses, Opportunities, Threats, and Trends) analysis on the new product or service The marketing research approach you would use to develop the marketing strategy and tactics for this new product or service Refer to the Marketing Plan Outline listed on the student website for the general framework of the Marketing Plan. Format your paper consistent with APA guidelines.

Monday

Week Three: Marketing Strategy: Product and Price


Details
Objectives 3.1 Describe the relationship between differentiation and position of products or services. 3.2 Analyze the impact of the product life cycle on marketing. 3.3 Identify the appropriate price strategy that should be used in the development of the strategic marketing plan. Read Ch. 4, 9, 10, 17, & 18 of Basic Marketing. Review this weeks Electronic Reserve Readings. Participate in class discussion.

Due
All Week

Points

Readings Participation

All Week All Week 1

Course Syllabus MKT/421

Discussion Questions Individual Marketing Research

Respond to weekly discussion questions. Resources: University Library, Kudler Fine Foods Virtual Organization Use the Virtual Organization link on the student website to access additional company information on Kudler Fine Foods. Write a 1,050- to 1,400-word paper in which you justify the importance of marketing research in the development of Kudler Fine Foods marketing strategy and tactics, and identify the areas where additional market research is needed. Analyze the importance of competitive intelligence and analysis in regards to the development of Kudler Fine Foods marketing strategy and tactics. Format your paper consistent with APA guidelines.

Thursday Saturday Monday

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Learning Team Marketing Plan: Phase II

Resources: University Library, Internet Use the product or service you selected for your Marketing Plan: Phase I Paper. Write a 1,400- to 1,750-word paper in which you address the following: Identify the segmentation criteria that will affect your target market selection. Identify your target market. Describe the organizational buyers and consumers of your product or service and the factors that influence their purchasing decisions. Discuss how these factors will affect your marketing strategy. Analyze current competitors and define the competitive landscape for your product or service. Format your paper consistent with APA guidelines.

Monday

Week Four: Marketing Strategy: Place and Promotion


Details
Objectives 4.1 Analyze the impact of channel management decision on marketing. 4.2 Select appropriate distribution channels. 4.3 Identify the appropriate place and promotional strategy that should be used in the development of the strategic marketing plan. Read Ch. 11, 12, 14, & 16 of Basic Marketing. Review this weeks Electronic Reserve Readings.

Due
All Week

Points

Readings

All Week

Course Syllabus MKT/421

Participation Discussion Questions Individual Using Perceptual Maps in Marketing Simulation Summary

Participate in class discussion. Respond to weekly discussion questions. Resources: Using Perceptual Maps in Marketing simulation Complete the simulation, Using Perceptual Maps in Marketing, located on the student website. Write a 1,050- to 1,450-word summary in which you address the following: For each of the three major phases in the simulation, describe The situation Your recommended solutions, including why Your results

All Week Thursday Saturday Monday

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Summarize the different marketing components addressed in this simulation by answering the following questions: What is the relationship between differentiation and positioning of products or services? Is the repositioning of the product in the simulation as you had expected it to be? Explain why or why not. What is the effect of the product life cycle on marketing? What effect did the product life cycle have on the product in the simulation? Format your paper consistent with APA guidelines. Learning Team Marketing Plan: Phase III Resources: University Library, Internet Use the product or service you selected for your Marketing Plan: Phase I Paper. Write a 1,400- to 1,750-word paper to include the following information: Describe the attributes of your product or service in detail. Monday 5

Describe the pace at which your product will move through the product life cycle and the factors that will affect its movement. How will the product life cycle affect the marketing of your selected product or service? Identify the positioning and differentiation strategies for the product or service. Identify the appropriate price strategy that should be used for the product or service.

Course Syllabus MKT/421

Format your paper consistent with APA guidelines.

Week Five: The Dynamic Environment of Marketing


Details
Objectives 5.1 Identify environmental factors that affect marketing decisions. 5.2 Explain the impact of technology on marketing. 5.3 Analyze the importance of social responsibility and ethics in marketing. Read Ch. 3 & 13 of Marketing Management. Read Ch. 15 & 16 of Marketing: An Introduction. Review this weeks Electronic Reserve Readings.

Due
All Week

Points

Readings

All Week

Discussion Questions Individual Environmental Factors

Respond to weekly discussion questions. Resources: University Library, Internet Select an organization with which you are familiar that conducts both domestic and global marketing. Write a 1,050- to 1,400-word paper in which you identify the environmental factors that affect global and domestic marketing decisions. Address the following as they relate to the organizations marketing decisions: Analyze the influence of global economic interdependence and the effect of trade practices and agreements. Examine the importance of demographics and physical infrastructure. Analyze the influence of cultural differences.

Thursday Saturday Monday

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Examine the importance of social responsibility and ethics versus legal obligations. Analyze the effect of political systems and the influence of international relations. Analyze the influence of the Foreign Corrupt Practices Act of 1977, as well as the influence of local, national, and international legislation. Explain the effect of technology.

Course Syllabus MKT/421

Format your paper consistent with APA guidelines. Individual Final Examination Resource: Basic Marketing Click the link to the Final Examination on the student website available at the end of Week Four through the end of Week Five. Complete the Final Examination. You are allowed one attempt to complete the exam, which is timed and must be completed in 3 hours. Results are auto graded and sent to your instructor. Resources: University Library, Internet Use the Marketing Plan Outline listed on the student website as a guide. Write a 6,300- to 7,000-word paper integrating your previous Learning Team assignments into a final Marketing Plan Paper. In addition, address the following information in your paper: Identify the appropriate place and promotional strategy that should be used in the development of the strategic marketing plan. Develop an initial sales promotion schedule. Create an advertising plan. Monday 15

Learning Team Marketing Plan: Final Paper and Presentation

Monday

16

Identify public relations opportunities for the product or service. Analyze the effect of channel management decisions on the marketing or your selected product or service. Select appropriate distribution channels for your product or service and address costs in terms of placement, shipping, and middlemen. Develop a budget for your plan.

Identify quantifiable elements that can be used to evaluate, monitor, and control the effectiveness of your marketing plan. Prepare a 15- to 20-minute oral presentation accompanied by 15- to 20-slide Microsoft PowerPoint presentation illustrating your Marketing Plan Paper. Format your paper and presentation consistent with APA guidelines.

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.

Course Syllabus MKT/421

Final exams contain third-party copyrighted materials. Portions are: Copyright 2010 University of Phoenix. All rights reserved. Copyright 2010 McGraw-Hill. All rights reserved. Copyright 2010 Prentice-Hall. All rights reserved. Copyright 2010 Pearson Education. All rights reserved. Edited in accordance with University of Phoenix editorial standards and practices.