MARKETING TECHNIQUES Dr. Brad Allen BU 5700. Winter 2011 Online Office Telephone: 603-535-2955 E-mail: [email protected] Fax: 535-3223 Required Text: Principles of Marketing, By Philip Kotler, Gary Armstrong, 13th Edition ISBN-10: 0-13-608019-7 ISBN-13: 978-0-13-608019-0 You can purchase the text at this website: http://www.mypearsonstore.com/bookstore/product.asp?isbn=0136080197 Once you purchase the text, please follow these instructions to enroll in the course. You need to enroll into the specific section set up for us this term so simply purchasing the text is only step 1. Step two is to enroll into our specific section so you will see all of our discussions and content. Both steps are very simple but please pay attention to how to access the course. Hit the “enroll” button in the small border on the Prentice Hall site to make sure you access the course and not just the book. We will be using an electronic textbook for this course (e-book) that can be downloaded directly from the site listed below. You can access the textbook via these instructions: To access your course, log in here: http://pegasus2.pearsoned.com/Pegasus/frmlogin.aspx Course Name: Plymouth State MBA-AUA Marketing Course ID Number: CRSCDKQ-1011367 (save this course information for your records) Text book Title: Kotler/Armstrong, Principles of Marketing 13e Text book ISBN: 0136079415-9780136079415 Please contact Pearson Prentice-Hall Educational support if you have any questions. http://247.support.pearsoned.com/ Simulation: PharmaSim: The Marketing Management Simulation. Interpretive Simulations, 1421 Sachem Place, Suite 2, Charlottesville, VA 22901. Available at www.interpretive.com. 434-979-0245 Optional Texts: Wood, Marian Burk, The Marketing Plan: A Handbook and Marketing Plan Pro Software 6.0, Prentice Hall, 2nd Edition, ISBN 013-164-1492 (Optional text to be discussed in class). Alternative marketing plan texts and/or software are acceptable for preparation of final marketing plan. Office Ready Marketing Plans (www.templatezone.com/marketing-plan-template.php) is an example of such software. Course Description:Marketing Techniques is designed as an advanced course in marketing decision making. It incorporates the fundamental concepts, functions, and strategies of marketing into a managerial frame of reference. The course will also focus on marketing applications in your particular firm or profession. Practical application of the course concepts will be made through marketing assessments and plans developed by the student. Students will be expected to read the assigned textbook content and then relate the various topics, theories, and observations to weekly discussion topics as well as the written projects of the course. A brand management software simulation (PharmaSim) will be used in order to provide an opportunity to apply the concepts in the course to a realistic situation. Students will work in teams, make group decisions and compete against the other teams in the class. Course Objectives: 1. To present a clear picture of the total marketing system in the U.S.; to develop a basic understanding of marketing management in the firm and how marketing relates to your personal and professional life. 2. To experience the typical decisions required of a brand manager through the use of an on-line web based simulation. 3. To develop analytic abilities in problem detection, research, and decision making through practical implementation of a Marketing assessment and creation of a Marketing plan. Case presentations and individual projects will be emphasized. 4. To acquaint students with important past and current periodical literature in the field of marketing, marketing research and marketing management. Computer access to the internet for research on e-commerce is essential to this task. The student will have the option of using Marketing Plan Pro or similar software to develop a marketing plan. 5. To expose students to the reality and significance of marketing decisions in the modern enterprise through developing a marketing plan for an actual company. Concentration on integrating marketing in the students’ profession is often appropriate and will be included in the class work. Online Pedagogy & Discussions: This online version of Marketing Techniques will follow established best practices for online education based on the results of national research. In particular, it will foster (and demand) rich and meaningful student-to-student interaction via weekly discussion threads. Students may be assigned to small groups, and some of the assignments will be group assignments. The instructor will monitor all interaction and pose probing questions when appropriate.This course is based on collaborative learning, NOT competition. As students interact with one another, it is expected that they will treat each other with respect and dignity. Respectful disagreement is not only allowed but encouraged, as long as the ideas are the focus of the debate and not the person presenting the ideas. The course room should be regarded by all as a safe place to explore ideas. The centerpiece of the course experience is the course's Moodle learning portal site. Students will gain information on expectations and assignments, engage in student-to-student and student-to-instructor interaction, access grades, and post or submit assignments using the site. The ITS Help Desk should be called if students are experiencing technical problems with Moodle (603-535-2929). Please note that Plymouth State University has no ability to support your personal internet connectivity. Please contact your telecommunications service provider for internet issues. Adequate and reliable internet is a requirement for an online course. Evaluation: Case Studies, Weekly Discussions, general course engagement 40% PharmaSim Simulation participation & write up 30% Marketing Assessment & Plan (Final Project) 30% Textbook Table of Contents Part 1–Defining Marketing and the Marketing Process 1. Marketing: Creating and Capturing Customer Value 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Part 2–Understanding the Marketplace and Consumers 3. The Marketing Environment 4. Managing Marketing Information to Gain Customer Insights 5. Consumer Markets and