Department of BusinessDepartment of Business Jackson Community College Course: BUA 230 - Principles of Marketing Instructor: Stu Stover Phone: 517-589-9092 E-mail: [email protected], or [email protected] Office Hours: before class or Other hours by appointment. Text: Boone and Kurtz, Contemporary Marketing, 15th Edition, 2012, Thomson/South-Western. Goals for the course: The following goals have been set for your learning experiences in this marketing class. This class will: • acquaint you with the marketing concept and relationship building – a modern business philosophy. • assist you in comparing production oriented firms to marketing oriented firms. • present opportunities to study global aspects of marketing. • explore the applications of marketing in e-commerce. • acquaint you with the use of research in the modern business operation and its relationship to marketing plans and strategies. • acquaint you with the marketing mix – product/service strategy, distribution strategy, promotional strategy, and pricing strategy – and how these interact to build a marketing strategy. • stimulate you to think about how you as a consumer are affected by marketing and how you might someday fit into the marketing field. • acquaint you with the language of marketing.Instructor Expectations: All assignments and preparations are due on the date given by the instructor. Daily attendance and preparation is expected. Student discussion and participation is required. Assignments 1. There will be an essay midterm of three questions (due mid-point of the semester). 2. There will be a major case study due. We will discuss the requirements in class. 3. Two more questions for the final exam due last session. 4. A group project on developing a product and developing a marketing plan. 5. Articles/current events. This is a hybrid class. There will be forum questions each week that you must answer. You are also expected to respond to one other person’s post to the forum questions. More information will be provided in class. Grading Scale: Midterm 25% Case study 25% Group project 40% Participation and articles 10% Article Reviews: (optional assignment) There are six article reviews required. These reviews are to be on magazine or journal articles or articles found on the internet related to marketing. The review should be a summary of the article with an explanation of the key points made in the article. Articles must be current (within the last 2 months) and may be taken from any major magazine or journal such as: Fortune U.S. News and World Report Wall Street Journal Time Business Week Newsweek Forbes Consumer Reports Advertising Age Chain Store Age There are also a number of excellent web sites that may be used such as www.fool.com, www.adage.com, usatoday.com, or www.msnbc.com. These sites also provide very current information.Reading Schedule: (this schedule will be modified based on the total number of class sessions) It is likely that we will need to modify this schedule as we go through the course. Session 1 Chapter 1-5 Session 2 Ch 6-10 Session 3 Ch 11-15 Session 4 Ch 16-19 Associate Degree Outcome (ADO): You will be assessed in this class for ADO 7 – Critical Thinking. Additional notes: Although you will not be graded on attendance, you are required to turn in assignments on time. By missing classes you may miss assignments and thereby miss points. It is your responsibility to complete work in a timely manner. Marketing midterm questions: 1. Pick a viral marketing success story. Explain how they did it and how other companies might take advantage of the strategy. 2. GM has had great difficulties connecting to younger car buyers. 18-24 year olds are not easily reached by traditional marketing methods. Develop a strategy for reaching the younger market. 3. J.C. Penney’s has added upscale clothing lines to compete against the boutiques. Isn’t this a dangerous strategy in a recession? 4. GM and Chrysler have both announced dramatic cuts in their respective dealer networks. Americans have tended to like smaller, close, and more personal dealerships rather than the mega dealerships. Isn’t this a risky strategy? 5. What is the difference between transaction and relationship marketing? Are there marketing situations where the old approach is actually better or more appropriate? 6. You have been hired to be the marketing director of a charter school (K-8, and thinking about adding a high school). It has only been around for 2 years. You are at about 50% capacity. What is your plan to get to at least 75% by the start of the next school year? 7. Credit card companies are under a lot of fire by the President, Congress and regulatory agencies. Consider some of their ethical issues and how they might rebuild their image and customer service. 8. What are appropriate ways for a company to gather useful data from a buying experience. 9. We have seen a variety of companies trying to market a stripped down computer for the computer illiterate. Is this strategy likely to be successful? 10. Many other countries adopted the DVD format years before it became the standard in the US. Why were we so resistant to adopting it and what could a savvy marketer have done to speed the adoption process?11. Explain the approach of supply chain management. It has been used to drive cost and waste out of the logistics system. How is it used effectively? 12. Explain the process of trying to market a product in another country. (pick a product and a country). Or take a product like the new Tata mini car in India and look at issues they would face trying to market that car in America. 13. There are many other legitimate topics in marketing. Write your own question, but please get it approved first. It is my expectation that these essays will be well written, reflecting the book material, discussions/lectures in class and have some application of the concepts. You will need to do all of those requirements if you expect an A for these questions. More details will be provided in