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Canyon College

COURSE SYLLABUS: Marketing: Demographics, Trends and Theory

Course Title: Department: Instructor:

BU402 - Marketing: Demographics, Trends and Theory Business Gerald Evans, Ph.D. E-Mail | Vita

Textbook: Online Bookstore

Marketing by Pride & Ferrell (Houghton Mifflin) 2000e edition, 2000 ISBN #: 0618095950

Course Description:

This is a course in the study of Marketing. The course introduces the student to an overview of the marketing process emphasizing the formulation of an effective marketing mix. Topics include consumer behavior, product planning, selecting channels of distribution, effective promotion and pricing strategies, marketing research, and marketing segmentation.

The Course is designed to help students develop many skills employers are demanding of the workforce. These skills include written and oral communication, applying technology, decision making, working in teams, critical and creative thinking, responsibility, and maturity.

The course will involve the student in several learning techniques to include reading, writing, lecture, Internet, and group and individual assignments. Students will be involved in class discussions as well as group projects inside and outside the classroom. This is not a course for the student who desires memorizing information, taking exams, and having little interaction with other students. Achieving an understanding of marketing and the skills needed in the workforce of tomorrow require that a student want to learn and be willing to put forth considerable effort.

1. Behavior The social and economic roles of advertising
2. The influence of direct and indirect controls over advertising
3. The organization of the advertising industry
4. The use of modern planning techniques to formulate the advertising campaign
5. The creation of advertising messages
6. The ability of various media to research target markets

Course Objectives:

Upon successful completion of the course the student should:

1. Understand the role and contribution of marketing in contemporary society.
2. Understand how the marketing function operates in both profit and non-profit organizations.
3. Become a better-informed consumer.
4. Be able to make decisions both individually and as a team member.
5. Become aware of career opportunities in marketing.
6. Be prepared for advanced study in marketing.
7. Enhance their written and oral communication skills.
8. Be able to effectively interact with others in groups.

Instructional Methods:

The purpose of this class is to provide the student with an understanding of the essential elements of Marketing business policy, planning, and management concepts & strategies in the business environment. Thus student analyses of reading assignments, class discussion, simulation, presentations and research completed are the primary instructional methods and student participatory activities.

Assignment and Requirements:

Grading Scale:

90 - 100 80 - 89 70 - 79 60 - 69 Below 60

A B C D F

1. Assignments: will determine 25% of the student’s final grade. Each student will be responsible for submitting Assignments during the course of the semester.

2. Class Project: A class project will determine 25% of the student’s final grade. Each student will be responsible for completing research of an advertising campaign and presenting it. The project will be evaluated on accuracy in content, understanding, creativity, and application.

3. Examinations: During the course of the semester, there will be a Mid-Term and Final Examination which will determine 50% of the student’s final grade. Exams will be essay, multiple-choice, and true-false type questions.

Schedule of Meetings, Readings, Preparations, Exams, Articles, ETC.:

Tentative Schedule: The following schedule will be followed as closely as possible. If adjustments are necessary, the class will be notified of such changes. If the following schedule is not completed, the exam grade averages will be adjusted accordingly:

Session/Week #1 Chapter 1 Chapter 2 Assignment Page 22: Internet Exercise Case: Reinventing Success at IBM Page 51 Session/Week #2 Chapter 3 Assignment: Application Questions Page 76 Internet Exercise page 76 Case 3.2 page 77 Session/Week #3 Introduction of Project Application Question page 103 Session/Week #4 Chapter 3 & 4 Assignment: Case 4.2 page 105 Session/Week #5 Assignment: Case 4.5 page 130/131 Chapter 4 & 5 Session/Week #6 Mid-Term Examination After Exam begin question on page 159/ Application Questions: Chapter 6 & 7 Session/Week #7 Chapter 8 Application Question page 216 Internet exercise page 217 Case 8.1 page 217 Session/Week #8 Chapter 9 & 10 Application Question Page 265 Discussion and Review Questions Page 265 Case 10.2 page 267 Session/Week #9 Chapter 12 Group Exercise Case 12.2 page 317 Case 12.1 Page 316 Session/Week #10 Chapter 16 Case 16.2 Page 425 Internet Exercise page 424 Strategic Case $ page 427 Session/Week #11 Final Examination

Introduction to Course, Overview of Marketing; Defining Marketing Understanding The Strategic Planning Process Developing a Marketing Strategy Creating the Marketing Plan Components of the Marketing Plan The Marketing Environment Creating The Marketing Plan Components of the Marketing Plan Competitive Forces Types of Competition Economic Forces; Political Forces Legal and Regulatory Global Markets and International Markets Nature of Ethics Regional Trade Alliances, Markets, and Agreements Marketing Research and Information Target Markets; What are Markets? Market Segmentation Consumer Buying Product Concepts Product Life Cycles and Marketing Strategy Branding and Packaging page 292 Retailing; Merchandising; Vending; Franchising; Positioning; Direct Selling Building Customer Relationships