Marketing Management

MKTG 201 FALL 2013

Instructor: Dr. Idil Yaveroglu

Office: CASE 129

Tel: 212-338 1192

Office Hours: MW 10:00 -12:00, TTh: 13:00-14:00

Class Hours: TTh: 9:30. 11:00 and 14:00

E-mail:

READINGS:

Textbook:Principles of Marketing, 15th edition by Kotler & Armstrong, Prentice Pearson Hall, NJ..

Course Materials:Lecture slides will be available on KUAIS. Please note that some slides may be updated during the semester. I assume that all students will download the lecture slides and bring them to class. The slides provide an outline of the content; supplemental notes should be added during lecture.

COURSE DESCRIPTION:

Marketing Management is a one-semester course, which emphasizes marketing's role in the economy. Our study of marketing will focus on the effects of economic, social, cultural, and legal changes in the environment. In addition, basic controllable variables essential to marketing success will be emphasized including market analysis, product development, pricing, distribution, and promotion.

Marketing involves two basic sets of activities. The first set starts with identifying consumer needs and ends with positioning a product or service to satisfy those needs and differentiate it from competition. (And in between, rigorous analysis of the customer, the competition, the environment, and the company’s own capabilities are required.) The second set of activities revolves around what is known as the “marketing mix”—letting the consumer know about the product in an attention-getting, convincing and motivating way, getting it to the consumer through the best combination of distribution channels, pricing it effectively, and offering incentives to try, purchase, and purchase more. At any point along the way, failure to get one of these activities right may result in the failure of the product. Positioning is the key to product success, but even a perfect product with brilliant positioning won’t last long if its benefits aren’t clearly communicated to the right people, if its price is too high or too low, if it is sold through the wrong retailers, displayed poorly, etc.

In this course, you will be introduced to the principles underlying these activities and given opportunities to try your hand at analyzing markets and formulating strategy. The objectives of this course are to:

1.Identify and explain important concepts in marketing.

2.Apply these marketing concepts to business and non-business situations.

3.Explain the various similarities and differences between business-to-business and consumer marketing.

4.Describe how the various social, political, legal, economic, and cultural factors affect marketers.

5.Discuss the role of marketing for services.

6.Critically evaluate the role that marketing plays in the economy.

7.Explain the relationship of marketing to other business and social science disciplines.

COURSE EVALUATION:

Exams (I and II)70%

Individual Assignments (2x7.5pts)15%

Exercises, Attendance & Participation15%

Research Bonus 3%

Total 103 %

EXAMS:

The examinations will be based on (a) assigned readings and text, (b) articles and cases, (c) videos shown in class, and (d) class notes. Examinations will consist of multiple choice, essays and problems where applicable. In case the student misses an exam, on the condition that the instructor accepts the medical report or any other excuse, the make-up exam will be given after the final exam. Make-up exam will not necessarily have the same structure of the corresponding exam.

INDIVIDUAL ASSIGNMENTS (2x7.5%=20%):

There are two individual assignments throughout the semester. The assignment should be edited carefully and submitted as a printout. Before handing in your assignment read it once again, check for spelling and grammatical errors, and the general structure of the work. The assignments will be announced and distributed through Courseware. Please make sure that;

-you TYPE your HW, no handwritten work will be accepted (5%penalty)

-you submit your assignment ONTIME (late assignments will be penalized by 10% per day they are late)

-you drop them off in designated LOCATION (5%penalty)

-you DO NOT send your HWs via email (5%penalty)

COURSE ATTENDANCE, EXERCISES AND PARTICIPATION (10+5%)

Every-day attendance and participation in class discussions and activities are strongly recommended. Many lecture topics are emphasized and clarified through the completion of small, in class assignments or by watching videos. Please be aware that your presence does not guarantee a good participation grade. Your class participation grade will be evaluated based on your meaningful contributions to class discussions and will be worth 5% of your grade.

At various points in the course, in-class exercises will be given to illustrate the application of various marketing concepts. These exercises will be evaluated based on your participation in the activity.Attendance and in-class exercises will make up 10%of your grade.

In total, students that do not attend classes risk losing up to 15 points out of 100.

ACADEMIC HONESTY

University rules and policies on academic honesty, as detailed below, will be strictly enforced.

  • Individual accountability for all individual work, written or oral. Copying from others or providing answers or information, written or oral, to others is cheating.
  • Providing proper acknowledgement of original author. Copying from another student’s paper or from another text without written acknowledgement is plagiarism.
  • Study or project group activity is effective and authorized teamwork. Unauthorized help from another person or having someone else write one’s paper or assignment is collusion.
  • Cheating, plagiarism, and collusion are serious offences resulting in an automatic F grade and disciplinary action.

TENTATIVE SCHEDULE:

Note: The course syllabus provides a general plan for the course. However, deviations may be necessary. It is your responsibility to stay informed of any changes that are made.

Tentative Course Schedule

DATE / Topic / Textbook Reading Assignment
(Chapter)
September 17
September 19 / Course Introduction
Business and Marketing Concept & Marketing Strategy / Chapter 1
September 24 / Business and Marketing Concept & Marketing Strategy / Chapters 2
Chapter 18 (552-57, 560-62)
September 26 / Quantitative Analysis in Marketing / Appendix 2
October 1 - 3 / Marketing Research / Chapter 4
October 8 - 10 / Consumer Behavior / Chapter 5
October 15 – 17 / No Class
October 22 - 24 / Business Buyer Behavior / Chapter 6
October 29 / No Class
October 31 – Nov 5 / Segmentation & Targeting / Chapter 7
November 7 - 12 / Positioning / Chapter 7
November 14 - 19 / Products, Services, and Branding / Chapter 8
EXAM 1 (TBA)
November 21 - 26 / New Product Development / Chapter 9
November 28 – Dec 5 / Pricing Concepts / Chapters 10 & 11
December 10 – Dec 12 / Marketing Channels and Channel Members / Chapters 12& 13
December 17 - 19 / Integrated Marketing Communications & Advertising / Chapters 14 & 15
December 24 – 26 / PR, Personal Selling and Sales Promotion, Direct and Online Marketing / Chapters 16 & 17
January 2-12 / Final Exams (TBA)