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Canyon College

COURSE SYLLABUS: Marketing Management

Course Title: Department: Instructor: Fax:

BU510 Marketing Management Business William Flood, M.Ed. Email Vita (707) 982-2852

Textbook: Online Book Store
Preface to Marketing Management, Peter, J. P., and Donnelly, J. H. (2000). (8th ed.). New York: McGraw Hill. ISBN #: 0073661511

Course Description
This course teaches the concepts of marketing management through a series of readings and cases that profile the decision-making problems marketing managers face. The course discusses marketing in terms of the organization's total operation, with the emphasis on consumer satisfaction. The course emphasizes the interrelationships of marketing concepts, decision making, strategy, planning, and systems of control. Topics will include buyer behavior, product policy, pricing strategy, promotion, competitive strategy, and brand management.

Course Objectives: Upon completion of this course the student should be able to...
1. Define what marketing management is
2. Understand marketing strategy as applied by many companies today
3. Apply analytical and critical thinking skills used in marketing decision-making
4. Understand the role that marketing plays in the larger organization (i.e. finance, operations, management, etc.).

Methods: The course will include:
1. Assigned readings
2. Email correspondence with the instructor
3. Message board participation with the instructor and other students. Message board dialogue will include instructor-generated questions and student-to-student interaction
4. An examination of a marketing ethics problem
5. An analysis of a corporation's marketing strategy
6. Development of a marketing plan
7. Proficiency examination

Evaluation
1. Ethics case 5%
2. Strategy analysis 15%
3. Marketing plan 40%
4. Proficiency examination (cumulative) 40%

A = 90-100
B = 80-89
C = 70-79
D = 60-69
F = 0-59
I = Incomplete work

Student Biography
Once you start the class, send me an informal (this is not graded) biography about yourself, your background, career, etc. Make sure to include your contact information including phone number and email address so that I can contact you if necessary.

Proficiency Examination (final)
The proficiency exam will be a cumulative testing of your knowledge of marketing management. You will be presented with a case study for which you will prepare a marketing strategy. The strategy should be between six (6) and ten (10) pages in length, and profile all of the key decisions a marketing manager would face given the situation. In essence, the answer should follow the form of a marketing plan, but be more descriptive in its prose. Submit your examination according to the guidelines listed below.

Ethics Case Study
Pick a product or service currently being marketed that "bothers" you in some way (ex: cigarette or alcohol commercials aimed at children, political "slur" campaigns, etc.). Discuss what you think are the ethical implications of the product or service's introduction into the market place. Discuss what you would do (or change) if you were the marketing manager in charge of that offering. Discuss whether you think the product should be marketed or not. The ethics case is due after lesson 4. Submit your analysis in a one-page report according to the guidelines listed below.

Strategy Analysis
In this assignment you will attempt to understand the marketing strategy applied by a company of your choosing. You may select any company, and any product or service. Write an analysis of their marketing strategy in bringing that product or service to market. Make sure to cover all of marketing's core concepts. Pay particular attention to the unique ways in which that company positions itself, and the product or service, in the market place. Describe what you interpret to be the overall strategy of that product or service, and how it fits (or doesn't fit) within your perception of the company's mission.

As an alternative to the above, you may choose to do the following. Pick a company that has multiple products or services that serve the same purpose (ex. an auto manufacturer). Analyze each of those products or services in terms of their individual marketing strategy (i.e. price, customer, promotion, etc.). Discuss where you see overlaps or gaps in the company's offerings. Do you see any problems with the product line?

The strategy analysis is due after lesson 7. The analysis should be a maximum of six (6) pages. Submit your analyses according to the guidelines listed below.

Marketing Plan
Pick an individual product or service (it can be an existing one, or one that you have invented), and write a comprehensive marketing plan profiling the competitive strategy needed to bring that product or service to market. You may use any marketing plan format with which you are familiar. If you aren't familiar with any particular style, you can email the instructor to receive a sample format.

Submission of Assignments
Because this is a graduate level course in business, all written material should be properly documented according to some accepted academic style (i.e. APA, MLA, etc.). If you are not familiar with any manuscript style, I suggest obtaining a copy of the Publishers Manual of the American Psychological Association to guide you with citing references. Beyond documentation, you can submit your assignments in any attractive and readable format. Written assignments can be submitted either by email (you can send it as an MS-Word97, ASCII text, or RTF attachment), or by FAX.

Course Outline

Lesson 1 2 3 4 5 6 7 8

Subject Review (or introduction to) marketing core concepts Marketing research and information systems Buyer behavior Product planning, development, and strategy Promotion strategy Distribution strategy Pricing strategy Marketing in special fields

Chapters 1 2 3, 4 5, 6, 7 8, 9 10 11 12, 13

Assignment Email brief biography to instructor Ethics case study due Strategy analysis due Marketing plan due proficiency exam

Course Related Links
Advertising Age Magazine

Advertising and Marketing Publications
Part of the SRDS Media Resource Center. Provides a large list of links to general and specific marketing related periodicals.

Advertising Media Glossary
Defines hundreds of advertising/marketing terms

Advertising World
Presented by the University of Texas. Touted as the most extensive collection of advertising related links on the web.

Adweek

American Marketing Association

Direct Marketing Association

Direct Marketing News Magazine

Marketing and Marketing Research
A comprehensive, global list of journals, associations, and periodicals provided by Tilberg University in New Zealand.

Marketing Resource Center
An extensive site offering articles, and a searchable association database.

Newsdirectory.com
Provides an extensive listing of periodicals by subject matter. This link will take you directly to the sales and marketing section.