MAR 1011 Introduction to Marketing Course Syllabus First, Last Name:

Leon Roberts

Campus Phone:

Course Section:

Other Telephone:

Office Hours:

Email Address:

[email protected]

Credit Hours:

4 Credit Hours

Lecture Hours:

40 Clock Hours

Prerequisites/ Corequisites:

None

Lab/Clinic Hours:

None

Course Description The course deals with the distribution of goods from producer to consumer and covers such topics as characteristics of markets for consumer goods, marketing functions and the organizations that perform them, marketing methods and techniques, price policies, and the cost of marketing.

Course Outcomes 1. 2. 3. 4. 5. 6.

Analyze the marketing process Examine the behavior of buyers and markets Assess target marketing opportunities Examine pricing strategies of products and the new product development process Compare distribution strategies Examine integrated marketing communication

Textbooks (Required) Kerin, Roger A. Hartley, Steven W., Rudelius, William. (2011). Marketing: The Core. New York: McGraw Hill.

Online Resources: Everest Learning Resources: http://learningresources.everest.edu/  

Find general resources, including online almanacs, article databases, encyclopedias, dictionaries, and tutorials. Find resources by program for your specific program of study, including allied health, business, information technology, justice, nursing, and trades.

Library and Information Resources Network: http://www.lirn.net/services.shtml The LIRN center requires a password. Contact your instructor to obtain a password. © 2011 Corinthian Colleges, Inc. Business v2.0 MAR 1011 Introduction to Marketing. Rev. 10-01-2011

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APA Style Papers that you write in your program of study must follow the guidelines set by the American Psychological Association (APA): http://apastyle.apa.org. Purdue Online Writing Lab Visit the Online Writing Lab (called OWL) whenever you have an APA question. OWL can be accessed at: http://owl.english.purdue.edu/owl/resource/560/01/. Student Commitment For every one hour spent in class, students are assigned approximately two hours of out-of-class activities for an average weekly commitment of 10-12 total hours (e.g., four hours in-class plus eight hours out-of-class equals a 12 hour weekly commitment). Course Policies 1. Attendance Grades and understanding of course content are dependent upon consistent study and attendance. Students are expected to designate a minimum of two hours of out-of-class study and assignments for every one hour of in-class instruction for this course. Each week of coursework includes time spent in class and completion of all out-of-class assignments. See the school catalog and instructor for further attendance policies. Makeup Policy: Makeup policy is at the discretion of the instructor. 2. Academic Dishonesty/Plagiarism In the learning environment, professional attitude begins in the classroom. For that reason, students and faculty will not tolerate or commit any form of academic dishonesty. Any form of deception in the completion of assigned work is considered a form of academic dishonesty. This includes, but is not limited to:  Copying work from any source.  Assisting, or allowing another to assist you, in academic dishonesty.  Any attempt to share answers during a test or in submitting an assignment.  Any attempt to claim work, data, or creative efforts of another as your own.  Resubmitting graded assignments for use in multiple classes (recycling your work).  Knowingly providing false information about your academic performance to the college.  Copying and pasting others’ work into assignments without using quotation marks and citing the source in APA format. Plagiarism  Papers that you write in your program of study must follow the guidelines set by the American Psychological Association (APA). Using another’s intellectual creation without permission or without giving appropriate credit is the academic equivalent of theft. Consequences of Academic Dishonesty/Plagiarism All violations of academic policy are documented and made a part of the student's academic record. When © 2011 Corinthian Colleges, Inc. Business v2.0 MAR 1011 Introduction to Marketing. Rev. 10-01-2011

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academic dishonesty is confirmed, the student will immediately be notified of the incident, which may result in one or more of the actions listed below:  Reduction in assignment grade on which the violation occurred  No credit on the assignment, paper, test, or exam on which the violation occurred  A failing grade for the course  Suspension or dismissal from the college Please see the current course catalog for full details. 3. Referencing Nonacademic Resources In many of your classes, you will conduct research. Please note: the use of research documents must remain at an academic or scholarly level. Web sites such as Wikipedia and Ask.com are not credible sources because they are not necessarily written by academic experts; they may be written by nonacademic individuals, and are potentially inaccurate or biased. 4. Add/Drop Please refer to the current school catalog policies for schedule changes, add/drop processes, and deadlines. 5. Course-specific policies are provided by the instructor Course Evaluation and Grading Grade Categories Professionalism Individual Work Class Discussions Teamwork Quizzes/Exams Total:

10% 44% 20% 10% 16%

Total Points 100 440 200 100 160

100%

1000

Weight

Grading Scale Letter Grade A

Point Scale

Interpretation

90-100

Superior Above average; good Average; standard Below standard Failure

B

80-89

C

70-79

D F

60-69 59 or lower

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Week One Part 1 of 2 Course Outcome Analyze the marketing process

Instructional Objectives

Learning Activities

Discuss the diverse factors influencing marketing activities

Read the Plagiarism and Netiquette Policy. To begin our course, let’s define what marketing is and how it provides value to everyone involved in the marketing process. 1. Reading: To learn more about the concepts presented in the Week 1 lecture, read Marketing: The Core:  Chapter 1, “Creating Customer Relationships and Value through Marketing,” pages 2-19. 2. Lesson Presentation: Complete the following:  Discuss the presentation for Week 1, “Creating Customer Relationships and Value through Marketing.”

Graded Activities Class Discussion (20 points) In your Chapter 1 reading, you examined the marketing process. Part of the marketing process involves understanding the wants and needs of consumers. Discuss the following: 1. What is the difference between a want and a need? Does a firm have the right to “create” wants and try to persuade consumers to buy goods and services they didn't know about earlier? 2. What are examples of “good” and “bad” want creation? Who should decide what is good and bad? Working individually, prepare a onepage, handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible.

Part 2 of 2 Course Outcome Analyze the marketing process

Instructional Objectives Discuss the diverse factors influencing marketing activities Demonstrate the components of a marketing plan

Learning Activities

Graded Activities

This week's learning activities will allow you to explore the marketing process. Marketing plans will help you to properly structure your marketing plans by providing you with ideas, guidance, and other valuable resources.

Individual Work (35 points) Your individual work in this course is to construct a marketing plan. You will choose a product or service (this can be an existing product, new product, or business that you might want to start) and construct your plan according to the marketing plan outline located between pages 44-57 of your textbook entitled “Building An Effective Marketing Plan.”

1. Reading: In Marketing: The Core, review:  Chapter 1, “Creating Customer Relationships and value through Marketing,” pages 2-19. 2. Lesson Presentation: Complete the following:

Each section of the plan will be an assignment that is due for the week assigned. In other words, you will

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

Visit the Web site http://www.bplans.com/ and view the sample marketing plans to get ideas for creating your own plan.

3. Preparation for Week 2: In Marketing: The Core:  Read Chapter 2, “Developing Successful Marketing and Organizational Strategies,” pages 20-57.  Read Chapter 3, “Scanning the Marketing Environment,” pages 58-77.  Read Chapter 4, “Ethical and Social Responsibility in Marketing,” pages 78-93.

continue to build this marketing plan throughout the course. After reading and reviewing Chapter 1, “Creating Customer Relationships and Value through Marketing” and the Sample Marketing Plan on page 44 of your textbook, complete the following: 

 

Choose your product or service (this can be an existing product, new product, or business that you might want to start) that will be the focus of your marketing plan. Describe why you chose this particular product or service. This section of your marketing plan should be less than one page.

Save your document with a file name that includes your name, course codesection number, and title.  For example: JaneSmith MAR101112 Week1.docx. Submit your individual work at the beginning of Week 2.

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Week Two Part 1 of 2 Course Outcome Analyze the marketing process

Instructional Objectives

Learning Activities

Graded Activities

Describe the implementation and evaluation phases of the strategic marketing process

In the first part of this week, you will appreciate why it is important for companies to understand the marketing environment when constructing marketing strategies. In addition, you will explore ethical and social responsibility in marketing.

Class Discussion (20 points) This week's discussion will allow you to examine why it is important for marketers to appreciate the implementation and evaluation phases of the strategic marketing process. Part of this process involves analyzing market segments from a demographical perspective.

1. Reading: In Marketing: The Core, read:  Chapter 2, “Developing Successful Marketing and Organizational Strategies,” pages 20-57.  Chapter 3, “Scanning the Marketing Environment,” pages 58-77.  Chapter 4, “Ethical and Social Responsibility in Marketing,” pages 78-93. 2. Lesson Presentation: Complete the following:  Discuss the presentation for Week 2, “Developing Successful Marketing and organizational Strategies.”  Discuss the presentation for Week 2, “Scanning the Marketing Environment.”  Discuss the presentation for Week 2, “Ethical and Social Responsibility in Marketing.”

Discuss the following: 1. Describe the new features you would add to an automobile designed for consumers in the 55+ age group. 2. In what magazines would you advertise to appeal to this target market? Working individually, prepare a onepage, handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible.

Part 2 of 2 Course Outcome Analyze the marketing process

Instructional Objectives

Learning Activities

Graded Activities

Describe the implementation and evaluation phases of the strategic marketing

This week's learning activities are important, as you will use them to complete the individual marketing plan assignment. In particular, you will learn how to construct a mission statement, marketing goals, and a

Individual Work (35 points) In this activity you will complete the next step in creating your marketing plan. Please follow the directions in Week One and reference the marketing plan outline located between pages 44-

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process

SWOT analysis.

Summarize the importance of a mission statement to an organization

1. Reading: In Marketing: The Core, review:  Chapter 2, “Developing Successful Marketing and Organizational Strategies,” pages 20-57.  Chapter 3, “Scanning the Marketing Environment,” pages 58-77.  Chapter 4, “Ethical and Social Responsibility in Marketing,” pages 78-93.

Demonstrate the components of a marketing plan

2. Lesson Presentation: Complete the following:  Visit the Web site BPlans.com to learn how to construct a SWOT analysis. 3. Preparation for Week 3: In Marketing: The Core, read:  Chapter 5, “Understanding Consumer Behavior,” pages 94117.  Chapter 6, “Understanding Organizations as Customers,” pages 118-135.  Chapter 7, “Understanding and Reaching Global Consumers and Markets,” pages 136-159.

57 of the textbook entitled “Building An Effective Marketing Plan.” After reading and reviewing Chapters 2-4, and the Sample Marketing Plan on page 44 of your textbook, complete the following:     

Write a mission statement (25 words or less). List three nonfinancial and three financial goals. Describe your competitive advantage. Complete a SWOT analysis. This section of your marketing plan should be one to two pages.

Prepare your work as instructed in Week 1. Submit your individual work at the beginning of Week 3.

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Week Three Part 1 of 3 Course Outcome Examine the behavior of buyers and markets

Instructional Objectives Describe the states in the consumer purchase decision process Compare and contrast the key characteristics of organizational buying and consumer buying Explain the environmental forces that shape global markets

Learning Activities

Graded Activities

It is very important for domestic and global companies to understand what motivates consumers to make purchasing decisions. Thus, this week's learning materials will be used to analyze the consumer decision making process, organizational buying, and environmental forces.

Class Discussion (20 points) This week's discussion focuses on global marketing. Specifically, you will explore global market-entry strategies.

1. Reading: In Marketing: The Core, read:  Chapter 5, “Understanding Consumer Behavior,” pages 94-117.  Chapter 6, “Understanding Organizations as Customers,” pages 118-135.  Chapter 7, “Understanding and Reaching Global Consumers and Markets,” pages 136-159. 2. Lesson Presentation: Complete the following:  Discuss the presentation for Week 3, “Understanding Consumer Behavior.”  Discuss the presentation for Week 3, “Understanding Organizations as Customers.”  Discuss the presentation for Week 3, “Understanding and Reaching Global Consumers and Markets.”

Discuss the following:  Coca-Cola is sold worldwide. In some countries, Coca-Cola owns the bottling facilities; in others, it has signed contracts with the licensees or it relies on joint ventures.  When selecting a licensee in each country, what factors should CocaCola consider? Working individually, prepare a onepage, handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible.

Part 2 of 3 Course Outcome Examine the behavior of buyers and markets

Instructional Objectives Describe the states in the consumer purchase decision process Compare and contrast the key

Learning Activities

Graded Activities

This week's learning materials will help you to select an appropriate target market for your marketing plan. When selecting a target market, you will need to consider demographics and other important characteristics.

Individual Work (35 points) This is the next step in creating your marketing plan. Please follow the directions in Week One and reference the marketing plan outline located between pages 44-57 of the textbook entitled “Building An Effective Marketing Plan.”

1. Reading: In Marketing: The Core,

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characteristics of organizational buying and consumer buying

  

Explain the environmental forces that shape global markets

review: Chapter 5, “Understanding Consumer Behavior,” pages 94-117. Chapter 6, “Understanding Organizations as Customers,” pages 118-135. Chapter 7, “Understanding and Reaching Global Consumers and Markets,” pages 136-159.

2. Lesson Presentation: Complete the following:  Visit the Web site KnowThis.com at http://www.knowthis.com/index.php to learn how to select an appropriate target market.

After reading and reviewing Chapters 57, and the Sample Marketing Plan on page 44 of your textbook, complete the following:  Describe your target market.  Identify the consumers who are most likely to buy your product in terms of: (a) their demographic characteristics and (b) any other kind of characteristics you believe are important.  Describe (a) the main points of difference of your product for this group and (b) what problem these characteristics help solve for the consumer, in terms of the first stage in the consumer purchase decision making process in Figure 5-1 (page 96).  This section of your marketing plan should be 1 page. Prepare your work as instructed in Week 1. Submit your individual work at the beginning of Week 4.

Part 3 of 3 Course Outcome

Instructional Objectives

Analyze the marketing process

Describe the states in the consumer purchase decision process

Examine the behavior of buyers and markets

Compare and contrast the key characteristics of organizational buying and consumer buying Explain the environmental forces that shape global markets

Learning Activities

Graded Activities

In preparation for the quiz, review: 1. Reading: In Marketing: The Core, review:  Chapter 5, “Understanding Comsumer Behavior,” pages 94-117.  Chapter 6, “Understanding Organizations as Customers,” pages 118-135.  Chapter 7, “Understanding and Reaching Global Consumers and Markets,” pages 136-159.

Quiz (40 points) This quiz will cover the following material:  Chapter 5, “Understanding Comsumer Behavior,” pages 94117.  Chapter 6, “Understanding Organizations as Customers,” pages 118-135.  Chapter 7, “Understanding and Reaching Global Consumers and Markets,” pages 136-159.

2. Preparation for Week 4: In Marketing: The Core, read:  Chapter 8, “Marketing Research: From Customer Insights to Actions,” pages 160-185.  Chapter 9, “Market Segmentation, Targeting, and Positioning,” pages 186-207. © 2011 Corinthian Colleges, Inc. Business v2.0 MAR 1011 Introduction to Marketing. Rev. 10-01-2011

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Week Four Part 1 of 2 Course Outcome Assess target marketing opportunities

Instructional Objectives Discuss the rationale for conducting marketing research Apply research to segment consumer and organizational markets

Learning Activities In order to construct successful marketing plans, companies first need to conduct marketing research. In this week's learning activities, you will have the opportunity to learn about the importance of primary and secondary research. 1. Reading: In Marketing: The Core, read:  Chapter 8, “Marketing Research: From Customer Insights to Actions,” pages 160-185.  Chapter 9, “Market Segmentation, Targeting, and Positioning,” pages 186-207. 2. Lesson Presentation: Complete the following:  Discuss the presentation for Week 4, “Marketing Research: From Customer Insights to Actions.”  Discuss the presentation for Week 4, “Market Segmentation, Targeting, and Positioning.”

Graded Activities Class Discussion (20 points) This week's discussion focuses on marketing research. Specifically, you will have the opportunity to learn the difference between primary and secondary research. Discuss the following: 1. Why might a marketing researcher prefer to use secondary data rather than primary data in a study? 2. Why might the reverse be true? Working individually, prepare a onepage, handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible.

Part 2 of 2 Course Outcome Assess target marketing opportunities

Instructional Objectives Discuss the rationale for conducting marketing research Apply research to segment consumer and organizational markets

Learning Activities

Graded Activities

The following learning activities will demonstrate how to conduct primary and secondary research. For example, companies will often analyze primary and secondary data in order to construct a market segmentation strategy.

Individual Work (35 points) The following assignment illustrates the process a company undertakes in order to analyze market segment opportunities.

1. Reading: In Marketing: The Core, review:  Chapter 8, “Marketing Research: From Customer Insights to Actions,” pages 160-185.  Chapter 9, “Market Segmentation, Targeting, and Positioning,” pages

1. Please read the “Prince Sports, Inc.: Tennis Racquests for Every Segment” case study (page 205-207). 2. After reading the case, please answer the following questions:  What promotional activities might Prince use to reach the following

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186-207. 2. Lesson Presentation: Complete the following:  Visit the Web site AllBusiness.com to view additional information regarding primary and secondary research. 3. Preparation for Week 5: In Marketing: The Core, read:  Chapter 10, “Developing New Products and Services,” pages 208231.  Chapter 11, “Managing Successful Products, Services and Brands,” pages 232-259.

segments: (a) recreational players and (b) junior players?  What might Prince do to help it gain distribution and sales in (a) mass merchandisers like Target and WalMart and (b) specialty tennis shops? 3. This section of your marketing plan should be one to two pages long. Prepare your work as instructed in Week 1. Submit your individual work at the beginning of Week 5.

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Week Five Part 1 of 2 Course Outcome Analyze pricing strategies of products and examine the new product development process

Instructional Objectives Examine the new product development process Assess the importance of branding strategies

Learning Activities It can take considerable time and resources in order to develop a new product. This week's learning activities focus on learning new product development and branding strategies.

Graded Activities Individual Work (35 points) The following assignment illustrates the process a professional baseball organization implements when managing its product and branding related strategies.

1. Reading: In Marketing: The Core, read: 1. Please read the “Philadelphia Phillies, Inc: Sports Marketing 101”  Chapter 10, “Developing New case study (page 257-259). Products and Services,” pages 208231.  Chapter 11, “Managing Successful 2. After reading the case, please answer the following questions: Products, Services and Brands,”  What is the product that the pages 232-259. Phillies market?  What products are the Phillies 2. Lesson Presentation: Complete the following: careful not to market?  Discuss the presentation for Week  What new products should the 5, “Developing New Products and Phillies consider marketing in the Services.” future?  The Phillies can certainly use  Discuss the presentation for Week social networking sites as part of 5, “Managing Successful Products, an overall branding strategy. Services and Brands.”  What are the likely characteristics of the Phillies fans and what should the Phillie's Facebook fan page contain? 3. This section of your marketing plan should be one to two pages long. Prepare your work as instructed in Week 1. Submit your individual work at the beginning of Week 6.

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Part 2 of 2 Course Outcome Analyze pricing strategies of products and examine the new product development process

Instructional Objectives Examine the new product development process Assess the importance of branding strategies

Learning Activities

Graded Activities

The following chapters will provide you with detailed information relating to branding and new product development. In addition, the two learning activity articles contain excellent product development and branding examples for you to examine.

Teamwork (50 points) The following assignment illustrates the strategies used to determine the potential commercial success of various new products.

1. Reading: In Marketing: The Core, review:  Chapter 10, “Developing New Products and Services,” pages 208231.  Chapter 11, “Managing Successful Products, Services and Brands,” pages 232-259. 2. Lesson Presentation: Complete the following:  Visit the Web site KnowThis.com to learn additional information regarding branding and new product development.  Read KnowThis.com’s article on Branding Strategies.  Read KnowThis.com’s article on New Product Development Process. 3. Preparation for Week 6: In Marketing: The Core, read:  Chapter 12, “Pricing Products and Services,” pages 260-285.

This teamwork assignment is a team discussion that will be summarized in a two to three page paper. 

What methods would you suggest to assess the potential commercial success for the following new products?

a. a new, improved ketchup b. a three-dimensional television system that took the company 10 years to develop, and c. a new children's toy on which the company holds a patent. Teamwork is designed to promote student interaction and collaboration with one another. Below are the student expectations for teamwork. 1. Team Leader: One team member volunteers to be responsible for preparing the teamwork assignment and submitting it at the next class period. 2. All Teammates: The minimum expectation is that all teammates participate in the activity and contribute their assigned portion of the work. 3. All students earn individual grades for the required teamwork component in each course.

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Week Six Part 1 of 3 Course Outcome Analyze pricing strategies of products and examine the new product development process

Instructional Objectives Outline the strategies and constraints companies employ in setting prices

Learning Activities This week's learning activities focus on how companies construct and implement pricing strategies. Thus, you will learn about penetration, skimming, and other pricing strategies. 1. Reading: In Marketing: The Core, read:  Chapter 12, “Pricing Products and Services,” pages 260-285. 2. Lesson Presentation: Complete the following:  Discuss the presentation for Week 6, “Pricing Products and Services.”

Graded Activities Class Discussion (20 points) This week's discussion focuses on pricing strategies. You will have the opportunity to learn the difference between penetration and skimming pricing strategies. 

Under what conditions would a camera manufacturer adopt a skimming price approach for a new product? A penetration pricing strategy?

Working individually, prepare a onepage, handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible.

Part 2 of 2 Course Outcome Analyze pricing strategies of products and examine the new product development process

Instructional Objectives Outline the strategies and constraints companies employ in setting prices

Learning Activities As you continue to work on your marketing plan, you will need to develop a pricing strategy. The following learning activities will provide you with information on how to construct an appropriate pricing strategy. 1. Reading: In Marketing: The Core, review:  Chapter 12, “Pricing Products and Services,” pages 260-285. 2. Lesson Presentation: Complete the following:  Visit the Web site netmba.com and read the Pricing Strategy article (http://www.netmba.com/marketin g/pricing/) to learn additional information regarding pricing

Graded Activities Individual Work (35 points) This is the next step in creating your marketing plan. Please follow the directions in Week One and reference the marketing plan outline located between pages 44-57 of the textbook entitled “Building An Effective Marketing Plan.” After reading and reviewing Chapter 12, and the Sample Marketing Plan on page 44 of your textbook, complete the following: 



Identify your preferred pricing strategy (penetration, skimming, prestige, odd-even, or other pricing strategies listed in Chapter 12). Describe your decision for choosing this particular pricing

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strategies.

strategy. a. This section of your marketing plan should be one page. Prepare your work as instructed in Week 1. Submit your individual work at the beginning of Week 7. Part 3 of 3

Course Outcome Analyze pricing strategies of products and examine the new product development process

Instructional Objectives Examine the new product development process Assess the importance of branding strategies Outline the strategies and constraints companies employ in setting prices

Learning Activities

Graded Activities

In preparation for the quiz, review: 1. Reading: In Marketing: The Core, review:  Chapter 10, “Developing New Products and Services,” pages 208231.  Chapter 11, “Managing Successful Products, Services and Brands,” pages 232-259.  Chapter 12, “Pricing Products and Services,” pages 260-285.

Quiz (40 points) This quiz will cover the following material:  Chapter 10, “Developing New Products and Services,” pages 208231.  Chapter 11, “Managing Successful Products, Services and Brands,” pages 232-259.  Chapter 12, “Pricing Products and Services,” pages 260-285.

2. Preparation for Week 7: In Marketing: The Core, read:  Chapter 13, “Managing Marketing Channels and Supply Chains,” pages 286-309.

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Week Seven Part 1 of 2 Course Outcome Compare distribution strategies

Instructional Objectives Describe the factors to consider when selecting and managing a marketing channel

Learning Activities

Graded Activities

This week's learning activities focus on distribution strategies. Specifically, you will learn the different kinds of distribution strategies that companies use in order to deliver goods and services to end users.

Teamwork (50 points) The following assignment illustrates the importance of developing strategies that will help companies manage channel conflict when implementing distribution programs.

1. Reading: In Marketing: The Core, read:  Chapter 13, “Managing Marketing Channels and Supply Chains,” pages 286-309.

This teamwork assignment is a team discussion that will be summarized in a two to three page paper. 



What type of channel conflict is likely to be caused by dual distribution, and what type of conflict can be reduced by direct distribution? Why? Identify real-life examples of dual and direct distribution.

Follow the instructions for teamwork given in Week 5. Your final team paper is due at the beginning of Week 8. Part 2 of 2 Course Outcome Compare distribution strategies

Instructional Objectives Describe the factors to consider when selecting and managing a marketing channel

Learning Activities The following learning activities will help you to appreciate distribution programs. For example, you will learn about indirect, direct, or dual distribution strategies. 1. Lesson Presentation: Complete the following:  Review Week 7, “Managing Marketing Channels and Supply Chains.”  Visit the Web site learnmarketing.net and read the article on Marketing Mix (http://www.learnmarketing.net/pla ce.htm) to learn additional information regarding distribution strategies.

Graded Activities Individual Work (35 points) This is the next step in creating your marketing plan. Please follow the directions in Week One and reference the marketing plan outline located between pages 44-57 of the textbook entitled “Building An Effective Marketing Plan.” After reading and reviewing Chapter 13, and the Sample Marketing Plan on page 44 of your textbook, complete the following: 

Identify which channel of distribution will provide the best coverage of the target market for your product or service.

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2. Preparation for Week 8: In Marketing: The Core, read:  Chapter 14, “Retailing and Wholesaling,” pages 310-331.





a. For example, will you implement a direct, indirect, or dual distribution strategy? Describe your decision for choosing this particular distribution strategy. This section of your marketing plan should be one page.

Prepare your work as instructed in Week 1. Submit your individual work at the beginning of Week 8.

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Week Eight Part 1 of 3 Course Outcome Compare distribution strategies

Instructional Objectives Examine the difference between traditional and non-traditional retailing

Learning Activities

Graded Activities

This week's discussion focuses on understanding the difference between traditional and non-traditional retailing. In particular, you will examine various retail strategies.

Class Discussion (20 points) This week's discussion focuses retail distribution strategies. You will have the opportunity to analyze traditional and non-traditional retail strategies.

1.





Reading: In Marketing: The Core, read: Chapter 14, “Retailing and Wholesaling,” pages 310-331.

How would you classify Wal-Mart in terms of position on the wheel of retailing versus that of an off-price retailer?

Working individually, prepare a onepage, handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible. Part 2 of 3 Course Outcome Compare distribution strategies

Instructional Objectives Examine the difference between traditional and non-traditional retailing

Learning Activities The following learning activities provide an introduction to retailing. In addition to Chapter 14, the article provides value added information by illustrating various retailing strategies. 1. Lesson Presentation: Complete the following:  Discuss the presentation for Week 8, “Retailing and Wholesaling.” 

Visit the Web site knowthis.com and read the article on retail (http://www.knowthis.com/principl esofmarketingtutorials/retailing/wh at-is-retailing/).

Graded Activities Individual Work (35 points) The following assignment allows you to analyze the Mall of America. You will have the opportunity to develop strategies designed to assist the Mall of America in aquiring new customers. 1. Please read the “Mall of America Shopping and a Whole Lot More” case study (page 330-331). After reading the case, please answer the following questions:  Why has the Mall of America been such a marketing success so far?  What specific marketing actions would you propose that Mall of America managers take to ensure its continuing success in attracting visitors (a) from the local metropolitan area and (b) from outside it?

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This section should be one to two pages long. Prepare your work as instructed in Week 1. Submit your individual work at the beginning of Week 9. Part 3 of 3 Course Outcome Compare distribution strategies

Instructional Objectives Examine the difference between traditional and non-traditional retailing

Learning Activities

Graded Activities

In preparation for the quiz, review: 1. Reading: In Marketing: The Core, review:  Chapter 13, “Managing Marketing Channels and Supply Chains,” pages 286-309.  Chapter 14, “Retailing and Wholesaling,” pages 310-331.

Quiz (40 points) This quiz will cover the following material:  Chapter 13, “Managing Marketing Channels and Supply Chains,” pages 286-309.  Chapter 14, “Retailing and Wholesaling,” pages 310-331.

2. Preparation for Week 9: In Marketing: The Core, read:  Chapter 15, “Integrated Marketing Communications and Direct Marketing,” pages 332-255.

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Week Nine Part 1 of 2 Course Outcome Examine integrated marketing communication

Instructional Objectives Discuss integrated marketing communication and its process

Learning Activities This week's discussion focuses on the integrated marketing communication process. It is very important for companies to implement IMCs strategies that deliver clear and consistent messages. 1. Reading: In Marketing: The Core, read:  Chapter 15, “Integrated Marketing Communications and Direct Marketing,” pages 332-255.

Graded Activities Class Discussion (20 points) This week's discussion focuses on integrated marketing communications. Companies use various promotional tools in order to design successful integrated marketing communication strategies. 

Explain how the promotional tools used by an airline would differ if the target audience were (a) consumers who travel for pleasure, or (b) corporate travel departments that select the airlines to be used by company employees.

Working individually, prepare a one page, handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible. Part 2 of 2 Course Outcome Examine integrated marketing communication

Instructional Objectives Discuss integrated marketing communication and its process

Learning Activities

Graded Activities

The following learning activities will provide you with additional information regarding integrated marketing communication. For example, you will have the opportunity to examine Nike's IMC strategy.

Individual Work (40 points) The following assignment illustrates the process a company initiates in order to implement a successful integrated marketing communications strategy.

1. Lesson Presentation: Complete the following:  Discuss the presentation for Week 9, “Integrated Marketing Communications and Direct Marketing.”

1. Please read the “Under Armour: Using IMC to Create a Brand for This Generation's Athletes” case study (page 352-355). 2.





Visit the Web site webpronews.com and read the article on “Implementing An

© 2011 Corinthian Colleges, Inc. Business v2.0 MAR 1011 Introduction to Marketing. Rev. 10-01-2011

After reading the case, please answer the following questions: What promotional opportunities gave Under Armour its initial success? 20

Integrated Marketing Plan” (http://www.webpronews.com/imp lementing-an-integratedmarketing-plan-2006-09) for additional information regarding integrated marketing communication. 2. Preparation for Week 10: In Marketing: The Core, read:  Chapter 16, “Advertising, Sales Promotion, and Public Relations,” pages 256-379.





3.

Which of the promotional elements described in Figure 15-2 are used by Under Armour in its IMC campaigns? What are several new strategies Under Armour might pursue as it attempts to continue its extraordinary record growth? This section of your marketing plan should be one to two pages long.

Prepare your work as instructed in Week 1. Submit your individual work at the beginning of Week 10.

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Week Ten Part 1 of 2 Course Outcome Examine integrated marketing communication

Instructional Objectives Describe the steps used to develop, execute, and evaluate a promotional program

Learning Activities

Graded Activities

This week's learning activities focus on the process that companies undertake in order to construct and execute promotional programs. Companies must have strong promotional programs in order to realize IMC objectives.

Class Discussion (20 points) This week's discussion focuses on how to construct a promotional campaign. Specifically, you will analyze various media vehicles in order to increase brand awareness.

1.

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Reading: In Marketing: The Core, read: Chapter 16, “Advertising, Sales Promotion, and Public Relations,” pages 256-379.

Suppose you are the advertising manager for a new line of adult fragrances. a. Which form of media would you use for this new product? Please explain.

Working individually, prepare a one page, handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible. Part 2 of 2 Course Outcome Examine integrated marketing communication

Instructional Objectives Describe the steps used to develop, execute, and evaluate a promotional program

Learning Activities As you continue to work on your marketing plan, you will be required to develop a promotional plan. The following learning activities will help you to design a successful promotional plan. 1. Lesson Presentation: Complete the following:  Discuss the presentation for Week 10, “Advertising, Sales Promotion, and Public Relations.” 

Visit the Web site smallbusinessnotes.com and read the “Promotion Plan” article (http://www.smallbusinessnotes.cm /marketing-youbusiness/promotionplan.html) for additional

Graded Activities Individual Work (40 points) This is the next step in creating your marketing plan. Please follow the directions in Week One and reference the marketing plan outline located between pages 44-57 of the textbook entitled “Building An Effective Marketing Plan.” After reading and reviewing Chapter 16, and the Sample Marketing Plan on page 44 of your textbook, complete the following: 

You will construct your promotional strategy. This strategy should include the following topics: a. Advertising

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information regarding promotional programs. 

2. Preparation for Week 11: In Marketing: The Core, read:  Chapter 17, “Personal Selling and Sales Management,” pages 380401.

b. Public Relations c. Sales Promotions This section of your marketing plan should be one to two pages.

Prepare your work as instructed in Week 1. Submit your individual work at the beginning of Week 11.

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Week Eleven Part 1 of 3 Course Outcome Examine integrated marketing communication

Instructional Objectives

Learning Activities

Graded Activities

Examine personal selling and sales management in marketing

This week's learning activities will allow you to explore the personal selling profession. In addition, you will examine how organizations use this profession in order to realize sales related goals.

Class Discussion (20 points) This week's discussion focuses on how to compensate a sales force. You will construct a sales force compensation program that is based on several different scenarios.

1. Reading: In Marketing: The Core, read:  Chapter 17, “Personal Selling and Sales Management,” pages 380401.



Of the two firms described below, which compensation plan would you recommend for each firm and what reasons would you give for your recommendation? a. A newly formed company that sells lawn care equipment on a door to door basis directly to consumers. b. The Nabisco Company, which sells heavily advertised products in supermarkets by having the sales force call on these stores and arrange shelves, set up displays, and make presentations to store buying committees.

Working individually, prepare a one page, handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible. Part 2 of 3 Course Outcome Examine integrated marketing communication

Instructional Objectives

Learning Activities

Examine personal selling and sales management in marketing

The following learning activities will help you to appreciate various sales methods that can be used to meet the needs and wants of consumers. You will specifically learn how to apply a given sales method in order to close a sale.

Graded Activities Individual Work (40 points) The following assignment illustrates the process a company implements in order to implement a successful sales strategy. 1. Please read the “Xerox: Building Customer Relationships through

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1. Lesson Presentation: Complete the following:  Discuss the presentation for Week 11, “Personal Selling and Sales Management.”  Visit the Web site Changingminds.org and read the article “Closing techniques” (http://changingminds.org/disciplin es/sales/closing/closing_techniques .htm) to learn additional information on sales methods and closing techniques.

Personal Selling” case study (page 399-401). 2. 



After reading the case, please answer the following questions: Why was Anne Mulcahy's experience as a sales representative an important part of Xerox's growth in recent years? a. How does Xerox create customer value through its personal selling process? b. How does Alison Capossela provide solutions for Xerox customers? Why is the Xerox training program so important to the company's success?

3. This section of your marketing plan should be one to two pages long. Prepare your work as instructed in Week 1. Submit your individual work at the beginning of Week 12. Part 3 of 3 Course Outcome Examine integrated marketing communication

Instructional Objectives

Learning Activities

Examine personal selling and sales management in marketing

In preparation for the quiz, review: 1. Reading: In Marketing: The Core, review:  Chapter 16, “Advertising, Sales Promotion, and Public Relations,” pages 256-379.  Chapter 17, “Personal Selling and Sales Management,” pages 380401.

Graded Activities Quiz (40 points) This quiz will cover the following material:  Chapter 16, “Advertising, Sales Promotion, and Public Relations,” pages 256-379.  Chapter 17, “Personal Selling and Sales Management,” pages 380401.

2. Preparation for Week 12: In Marketing: The Core, read:  Chapter 18, “Implementing Interactive and Multichannel Marketing,” pages 402-423.

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Week Twelve Part 1 of 2 Course Outcome Examine integrated marketing communication

Instructional Objectives Discuss integrated marketing communication and its process

Learning Activities

Graded Activities

The following learning activities will help you to appreciate interactive and multichannel marketing. Multichannel marketing is generally included in the development of integrated marketing communications programs.

Class Discussion (20 points) This week's discussion focuses on electronic commerce. Companies can certainly integrate electronic commerce strategies into their integrated marketing communication programs.

1. Reading: In Marketing:The Core, read:  Chapter 18, “Implementing Interactive and Multichannel Marketing,” pages 402-423.

About 70 percent of Internet users have actually purchased something online. 



Have you made an online purchase? a. If so, why do you think so many people who have access to the Internet are not also online buyers? b. If not, why are you reluctant to do so? Do you think that electronic commerce benefits consumers even if they don't make a purchase?

Working individually, prepare a one page, handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible. Part 2 of 2 Course Outcome Examine integrated marketing communication

Instructional Objectives Discuss integrated marketing communication and its process

Learning Activities In the first part of this week, you learned why it is important to understand multichannel marketing. You will now explore various multichannel marketing strategies. 1. Lesson Presentation: Complete the following:

Graded Activities Individual Work (40 points) Web site design plays an important role when creating successful integrated marketing communication programs. This week you will have the opportunity to examine Pizza Hut's Web site design strategy.

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



Discuss the presentation for Week 12, “Implementing Interactive and Multichannel Marketing.” Visit the Web site SiteBooster.com and read the article on multichannel marketing (http://www.sitebooster.com/blog/ 2011/04/multi-channel-marketingstrategy-saves-online-business).

Please read the “Pizza Hut and IMC: Becoming a Multichannel Marketer” case study (page 420-423). In class, write one to two paragraphs answering the following questions: 1. What kind of Web site is PizzaHut.com? 2. How does PizzaHut.com incorporate the seven Web site design elements? 3. How are choice-board and personalization systems used in the PizzaHut.com Web site? Submit your individual work at the end of class.

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