Course SyllabusSchool of BusinessMKT/421 Version 12Marketing
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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.
Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents:
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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.
Armstrong, G., & Kotler, P. (2009). Marketing: An introduction (9th ed.). Upper Saddle River, NJ: Pearson Education.
Kerin, R. A., Hartley, S. W., Berkowitz, E. N., & Rudelius, W. (2009). Marketing (9th ed.). New York, NY: McGraw Hill.
Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). Upper Saddle River, NJ: Prentice-Hall.
Perreault, W. D., Cannon, J. P., & McCarthy, E. J., Jr. (2009). Basic marketing: A marketing strategy planning approach (17th ed.). New York, NY: McGraw Hill.
All electronic materials are available on the student website.
Week One: Marketing Fundamentals
| 1.1 Define marketing.1.2 Explain the importance of marketing in organizational success.1.3 Describe the elements of the marketing mix.1.4 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 & 2 of Basic Marketing.Read Ch. 1 & 2 of Marketing Management.Review this week’s Electronic Reserve Readings.
| Participate in class discussion.
| 4 out 7 days
| Discussion Questions
| Respond to weekly discussion questions.
| As stated in post
| Learning Team Instructions
| Resources: University Library, InternetCreate the Learning Team Charter. Create a new product or service for an existing organization. The team’s proposal has to be approved by the instructor. Begin working on the Marketing Plan. Your Learning Team will complete assignments related to creating a Marketing Plan. These assignments will 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
| Day 7
| IndividualDefining Marketing
| Resource: University Library Write a 700- to 1,050-word paper in which you define marketing. Include in your paper your personal definition of marketing and definitions from two different sources. Based on these definitions, explain the importance of marketing in organizational success. Provide at least three different examples from the business world to support your explanation. Properly cite sources used in the paper. Format your paper consistent with APA guidelines.
| Day 7
Week Two: Marketing Research
| 2.1 Justify the importance of marketing research in the development of marketing strategy and tactics.2.2 Analyze the importance of competitive intelligence...
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