School of Business MKT/421 Version 12 Marketing
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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. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: University policies: You must be logged into the student website to view this document. Instructor policies: This document is posted in the Course Materials forum.
University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your current class modality. Course Materials Armstrong, G., & Kotler, P. (2011). Marketing: An introduction (10th ed.). Upper Saddle River, NJ: Prentice Hall. Kerin, R. A., Hartley, S. W., & Rudelius, W. (2011). Marketing (10th ed.). New York, NY: McGraw-Hill Irwin. Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall. Perreault, W. D., Jr., Cannon, J. P., & McCarthy, E. J. (2011). Basic marketing: A marketing strategy planning approach (18th ed.). New York, NY: McGraw-Hill Irwin. All electronic materials are available on the student website.
Point Values for Course Assignments ASSIGNMENTS Individual (65%) Define Marketing Paper (Week 1) Marketing Research Paper (Kudler’s Food) (Week 3) Perceptual Maps in Marketing Summary (Week 4) 5 10 10 Points
Course Syllabus MKT/421 Version 12
Final Exam Participation and Weekly Summary (3 points per week) Discussion Questions (2 points per week) Learning Team (35%) Learning Team Reflection - Discussion Marketing Plan Phase I (Week 2) Marketing Plan Phase !I (Week 3) Marketing Plan Phase III (Week 4) Final Marketing Plan and Presentation (Week 5) Total
15 15 10
4 5 5 5 16 100
Week One: Marketing Fundamentals
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 of Basic Marketing. Read Ch. 2 of Basic Marketing. Read Ch. 1 of Marketing Management. Read Ch. 2 of Marketing Management. Read this week’s Electronic Reserve Readings. Participate in class discussion. Respond to weekly discussion questions. Ongoing Sat. 9/1 3 2
Reading Reading Reading Reading Reading Participation Discussion Questions Learning Team Instructions Learning Team Charter
Create the Learning Team Charter.
Course Syllabus MKT/421 Version 12
Learning Team Instructions Marketing Plan (Preparation)
Your Learning Team must create a new product or service for an existing organization and complete assignments related to creating a Marketing Plan. These assignments culminate in the Marketing Plan: Final Paper and Presentation, due in Week Five. The Marketing Plan deliverables are: Marketing Plan: Phase I Paper Marketing Plan: Phase II Paper Marketing Plan: Phase III Paper Marketing Plan: Final Paper and Presentation
Begin working on the Marketing Plan.
Individual Defining Marketing Paper
Write a 700- to 1,050-word paper in which you define marketing. Include your personal definition of marketing and...