Principles of Marketing MKT 101 Course Outline and Schedule

Lecture Text Core Principles Assignments Learning Readings Outcomes Lecture 1 Chapter 1 i.) marketing Pg. 29-30 1. understand the Kotler & defined Concepts 1-5 basics of Marketing: Armstrong marketing Managing 11th ii.) marketing Profitable management Pg. 30 2. understand the Customer Discussing # 1, marketplace and Relationships iii.) marketing 3, 6 consumer needs concept 3. developing iv.) strategic marketing Discuss planning strategy. Marketing Plan v.) designing 4. how to prepare business a marketing plan. portfolio vi.) the marketing process vii.) managing the process

Lecture 2 Chapter 1 i.) marketing Pg. 29-30 1. understand the Kotler & defined Concepts 1-5 basics of Armstrong marketing Marketing: 11th ii.) marketing Managing management Pg. 30 2. understand the Profitable Discussing # 1, marketplace and Customer iii.) marketing 3, 6 consumer needs Relationships concept 3. developing iv.) strategic marketing planning strategy. Discuss Marketing Plan v.) designing 4. how to prepare business a marketing plan. portfolio vi.) the marketing process vii.) managing the process

Lecture 3 Chapter 2 i.) marketings Pg. 57-58 1. understand Kotler & role in strategic Reviewing mission, goals Company and Armstrong management # 1-5 and objectives. Marketing 11th Strategy: ii.) planning Pg. 58 2. company wide Partnering to marketing Discussing focus on mission Build Customer # 2, 3, 5 and goals. Relationships iii.) marketing strategy and 3. how to

Lecture Text Core Principles Assignments Learning Readings Outcomes Lecture 13 Chapter 5,6 i.) consumer Chp. 5 1. understand Kotler & markets and Pg. 162-163 consumer Marketing: Armstrong behavior Reviewing behavioral factors Managing 11th ii.) buying #1- 4 Profitable behavior and 2. know how Customer decisions Discussing buyers behave Relationships iii.) international # 1 consumer 3. know how Business behavior Chp.6 buyers make Markets and iv.) business Pg. 187 decisons Business Buyer markets Reviewing Behavior v.) business # 1- 4 4. international buyer behaviour factors in vi.) government Pg. 188 behavior markets Discussing Discuss vii.) World # 2, 5, 6 5. business Marketing Plan Trade Org. buying process viii.) global competition 6. global marketing strategies

7. joint venture Lecture 14 Chapter 5,6 i.) consumer Chp. 5 1. understand Kotler & markets and Pg. 162-163 consumer Armstrong behavior Reviewing behavioral factors Marketing: 11th ii.) buying #1- 4 Managing behavior and 2. know how Profitable decisions Discussing buyers behave Customer iii.) international # 1 Relationships consumer 3. know how behavior Chp.6 buyers make iv.) business Pg. 187 decisons Business markets Reviewing Markets and v.) business # 1- 4 4. international Business Buyer buyer behaviour factors in Behavior vi.) government Pg. 188 behavior markets Discussing vii.) World # 2, 5, 6 5. business Trade Org. buying process viii.) global competition 6. global marketing strategies

7. joint venture

Lecture 15 Chapter 7 i.) market Pg. 225 1. understand the segmentation Concepts # 1, three steps of Segmentation, Kotler & 2, 3, 4 target marketing: Targeting, and Armstrong ii.) target Pg. 226 segmentation, Positioning 11th marketing Issues # 2, 3, 5 targeting and positioning. iii.) positioning 2. how we iv.) product segment markets. Principles of Marketing MKT 101 – Course Outline and Schedule

Instructor: Dean Kruger, MBA, Ph.D.

Start Date: September 8, 2008 End: September 19, 2008

Course Detail: The course Principles of Marketing is intended to present students with the basic principles and strategies of Marketing. Some understanding of business and advertising will be needed as a pre-requisite or at least a co-requisite. The course will use a combination of lectures, tutorials, group assignments/presentations, directed readings, and other media to educate the student. The evaluation methods will be as present below. The text for the course will be Philip Kotler and Gary Armstrong Principles of Marketing 11th edition. Additional readings and problems will be directed as required. All lectures will be for two hours with class discussion, student presentation, or other forms of media such as video.

Evaluation Methods:

Tutorial Participation – 10% Marketing Analysis Paper – 20% Midterm Exam – 30 % Final Exam 40%

You are required to attend the weekly tutorials as ALL Quizzes and Exams will be given during the tutorial sessions. You will be given a set of questions and problems for each tutorial relevant to the chapters covered in class. You are asked to complete as many as you can as they will assist you in your Marketing Analysis. Some questions will ask for Decision-Making answers. This will require you to write a short paragraph on your decision. I will grade you on the content, not the grammar, but if your written papers are to hard to read, I will deduct points. Marketing Analysis Paper Outline

Each group will be required to perform a real world analysis of a business product and develop a marketing analysis presentation.

Each group will be required to turn in a Written Report detailing their Marketing Plan and Analysis process and findings. This is to be Typed, 12 font, Double Spaced, with Title Page.

Participation is Mandatory for each group member assigned. Each group member will be required to perform at least one of the tasks involved in the development of the presentation. It is up to the group to assign tasks to everyone.

Your final paper will follow the outline for a Marketing Plan given below. Please use this outline to assist you in your paper preparation.

Table of Contents

1. Executive Summary

2. Company Description

3. Strategic Focus and plan

Mission/Vision

4. Situation Analysis

SWOT Analysis

Internal Strengths and Weaknesses

Management Offerings

Marketing

Manufacturing

Research and Development (R & D)

External Opportunities and Threats

Consumer/Social

Competitive

Technological

Economic

Legal/Regulatory

Industry Analysis

Competitor Analysis

Customer Analysis

5. Market-Product Focus

Marketing and Product Objectives

Target Markets

Positioning

6. Marketing Mix

Product Strategy

Price Strategy

Promotion Strategy Place (Distribution Strategy)

1. Executive Summary

The Executive Summary “sells” the marketing plan to readers through its clarity and brevity. The summary should present a description of the product/service, its target market, and its need within the market. The summary should also provide an overview of the main points of the plan and should emphasize an action orientation.

2. Company Description

The company description should highlight the recent history and successes of the company or organization.

3. Strategic Focus and Plan

While not included in all marketing plans, the Strategic Focus and Plan sets the strategic direction for the entire organization.

One approach to crafting a strategic focus is Porter’s four generic business strategy model.

Mission/Vision

The Mission/Vision statement is a qualitative statement that specifies the markets and product lines in which a business will compete. A mission statement can dramatically affect the range of a firm’s marketing activities by narrowing or broadening the competitive playing field. An effective mission statement must be clear and direct.

The Goals section of a marketing plan sets both financial and non-financial targets. Goals should be in quantitative terms, where possible, to facilitate measuring the company’s future performance.

An example of a non-financial goal: “It is recommended that Philip Morris diversify its product lines to achieve 50 percent of sales revenue in non-tobacco products in the next five years.”

An example of a financial goal (note it is specific and measurable): “It is suggested that XYZ Inc. increase sales from $10 million in 2000 to $15 million in 2001.” 4. Situation Analysis

The essence of the situation analysis is taking stock of where the firm or product has been recently, where it is now, and where it is headed. The situation analysis is the first of three steps in the planning stage.

SWOT Analysis

The SWOT analysis is an effective short-hand summary of the situation analysis. The acronym is used to describe an organization’s internal Strengths and Weaknesses and its external Opportunities and Threats.

An analysis to identify internal strengths and weaknesses usually includes the following areas in an organization:

When analyzing: Consider:

Management experience level, management style, size Offerings uniqueness, quality, price, Marketing type and scope of marketing plan Personnel quality and experience of workforce Finance sales revenues Manufacturing quality and dependability of suppliers R & D plans for continual product improvement, R & D budget

An analysis to identify external opportunities and threats usually includes the following factors:

When analyzing these factors: Consider:

Consumer/Social size and stability of market Competitive number and size of competitors Technological the effect of technology on any facet of the business Economic current and projected economic situation of market Legal/Regulatory the effect of legal and regulatory factors on any facet of the business

Industry Analysis

The industry analysis section should provide the backdrop for a more detailed analysis of the competition, the company, and the customer. An in-depth analysis will give both internal and external readers of the plan confidence in the company’s ability to understand its own industry. Competitor Analysis

An effective analysis of the competition should demonstrate that the company has a realistic understanding of its major competitors and their marketing strategies. As in with the industry analysis, a realistic assessment makes readers feel confident that the marketing actions in the plan are well grounded

Customer Analysis

A thorough customer analysis answers the question: “Who are our customers?” Understanding your customers and what they want is critical in satisfying them and providing genuine value.

5. Market-Product Focus

Marketing and Product Objectives

Setting product objectives and identifying target market segments significantly increases the chance that a product will be successful. The objectives and goals should be stated in measurable terms so that they can be measured during the program implementation and control phases of the marketing plan.

Target Markets

Because an organization cannot satisfy the needs of all consumers, it must concentrate its marketing efforts on the needs of specific niches or target markets. In describing the target markets, consider why a particular target market was selected and how the product or service meets the needs of the target market.

Positioning

A product’s unique points of difference are communicated by way of a positioning strategy.

6. Marketing Mix

Everything that has gone before in the marketing plan sets the stage for the marketing mix actions---the 4 Ps----covered in the marketing plan. Product, price, promotion, and place (distribution) strategies are all detailed in the Marketing Program section of the plan.

When describing these strategies: Include these elements: Product Features, brand name, packaging, service, warranty

Price List price, discounts

Promotion Advertising, personal selling, sales promotion, publicity

Place Outlets, channels, coverage, transportation, stock level, stores, dealers