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Canyon College

COURSE SYLLABUS: Consumer and Industrial Marketing

Course Title: Department: Instructor: Contact Information:

BU550 - Consumer and Industrial Marketing Business Sharif Muhammad, M.A. E-Mail -- Vita (248) 789-0513 (available 9 AM – 7 PM, EST – seven days a week)

I am available to you throughout the course. When trying to reach me, please try email first unless it is an urgent situation. I will check my email frequently and respond within no more than 24 hours. If, however, your message is urgent, please feel free to contact me by telephone.

There is no assigned text book. I will provide weekly lectures and you will be reviewing internet sites.

Course Description:

This course is a study of Business marketing concepts and practices. It will focus on consumer and industrial marketing from both interpersonal view and an objective view. This course will also discuss now this marketing affects the industrial marketplace – both domestically and globally.

Academic Honesty:

Both Canyon College and I trust that each student will maintain high standards of honesty and ethical behavior. All assignments submitted in fulfillment of course requirements must be the student's own work. Where outside sources are used as references, work submitted must be identified and appropriately cited.

Submission of Work

This course is divided into six units. Each unit contains a lecture, web reading and one paper. Please spell and grammar check your paper before sending. Double space your work. Put your name, the name of the course and the date of submission at the beginning of your submission.

Please send each unit as a whole – There are no examinations in this course. Your learning will be evaluated through your practical application of the theory in your written work. To ensure that you receive full point value, use specific rather than general examples in your papers.

Unit 1
Consumer Behavior

Assignment:

1. Read the lecture posted
2. Web Assignment: Search the Web and find one web site discussing this topic and review it– send the web address and two pages over viewing the web site
3. Write 750 word paper discussing the consumer behavior model. Include in your paper how marketing affects consumer behavior and how consumer behavior affects marketing. Provide a minimum of three references.

Unit 2
Industrial Marketing

Assignment:

1. Read the lecture posted
2. Web Assignment: Search the Web and find one web site discussing this topic and review it– send the web address and two pages over viewing the web site
3. Write 700 word paper defining the industrial producer market and explain the differences between industries and trades. Explain how they differ from or are similar to the institutional market. Provide a minimum of three references.

Unit 3
Market Segments, targets and Positioning Strategies

Assignment:

1. Read the lecture posted
2. Web Assignment: Search the Web and find one web site discussing this topic and review it– send the web address and two pages over viewing the web site
3. Write 700 word paper discussing target marketing. In addition, discuss and explain segment marketing.

Unit 4
Measuring the Market

Assignment:

1. Read the lecture posted
2. Web Assignment: Search the Web and find one web site discussing this topic and review it– send the web address and two pages over viewing the web site
3. Write 700 word paper discussing forecasting the market and gap analysis and how they work to achieve marketing goals.

Unit 5
Market Growth Strategies

Assignment:

1. Read the lecture posted
2. Web Assignment: Search the Web and find one web site discussing this topic and review it– send the web address and two pages over viewing the web site
3. Write 700 word paper discussing product life cycles. Explain the difference between standardized and customized planning. Use concrete examples.

Unit 6
Wrap Up

Assignment:

1. Read the lecture posted
2. Write 1000 word paper discussing the marketing of a product. Identify any product and determine whether to market by direct, indirect, or internet marketing. Using SWOT defend you marketing decision.

Grading:

Unit 1 Unit 2 Unit 3 Unit 4 Unit 5 Unit 6

Web Assignment Paper Web Assignment Paper Web Assignment Paper Web Assignment Paper Web Assignment Paper Final Paper

50 points 200 points 50 points 200 points 50 points 200 points 50 points 200 points 50 points 200 points 250 points

Total available points:

1500 points

GRADING SCALE:

1500 - 1450 1449 - 1400 1399 - 1350 1349 - 1300 1299 - 1250 1249 - 1200 1199 - 1150 1149 - 1100 1049 - 1000 999 - 950 949 - 900 899 - 000

= = = = = = = = = = = =

A A- B+ B B- C+ C C- D+ D D- F