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Canyon College

COURSE SYLLABUS: Marketing Policy and Strategy

Course Title: Department: Instructor:

BU486 - Marketing Policy and Strategy Business Gerald Evans, Ph.D. E-Mail | Vita

Required Text: 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 continues the students interest and knowledge in marketing polices and the marketing process emphasizing the formulation of an effective marketing mix. Topics include, product planning, pricing strategies, channels of distribution, and marketing research.

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. Marketing Research and Information Systems
2. Product Concepts
3. Implementation and Electronic Marketing
4. The use of modern planning techniques to formulate the advertising campaign
5. Legal and Ethical Issues Associated with Marketing
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	Introduction to Course, Overview of Marketing; Defining Marketing Understanding The Strategic Planning Process
Session/Week #2 Chapter 3 Assignment: Application Questions Page 76 Internet Exercise page 76 Case 3.2 page 77	Developing a Marketing Strategy Creating the Marketing Plan Components of the Marketing Plan The Marketing Environment
Session/Week #3 Chapter 12; Reading Assignment Application Question page 103 Review Appendix C	Branding and Packaging Creating The Marketing Plan Components of the Marketing Plan
Session/Week #4 Chapter 3 & 4 Chapter 17 & 18 Assignment: Case 4.2 page 105 Questions on Page 478	Competitive Forces Types of Competition Economic Forces; Political Forces Legal and Regulatory
Session/Week #5 Assignment: Case 4.5 page 130/131 Chapter 4 & 5	Global Markets and International Markets Nature of Ethics Regional Trade Alliances, Markets, and Agreements
Session/Week #6 Mid-Term Examination	Development of Pricing Objectives on Page 537; Read Chapter 21 Completely and understand the formula associated with this chapter. Provide answers to questions on Page 557.
Session/Week #7 Chapter 23 Application Question page 618 Internet exercise page 619	Marketing on the Internet
Session/Week #8 Chapter 9 & 10 Application Question Page 265 Discussion and Review Questions Page 265 Case 10.2 page 267	Product Concepts Product Life Cycles and Marketing Strategy
Session/Week #9 Appendix A page A 1	Careers in Marketing Read this chapter completely
Session/Week #10 Final Examination	Appendix B; Financial Analysis in Marketing Read Chapter Completely and Answer questions at the end of this chapter.