BUS 2002: Principles of Marketing Management

Fall 2009

Class Meeting Times: Classroom: Schneider XXXX

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Course Description

Principles of Marketing Management is an examination of marketing theory, concepts and processes used by both profit and non-profit organizations to create customer value, achieve and sustain competitive advantage and to accomplish strategic mission and objectives. Students will be expected to understand how marketing principles can be applied to a variety of organizations such as for profit, nonprofits, healthcare and, educational institutions. This course is designed for the non-business student with an interest in marketing.

This is a required course within the Business Minor for Non-Business Students. The Department of Marketing in the Haworth College of Business offers and staffs this course.

Prerequisites

None

Course Objectives

The basic objectives of the course are to develop: 1) An understanding of the essence of marketing terminology, concepts, and strategies; 2) An understanding of marketing functions and relationships to other business functions and to consumer and business customers; 3) Skills in applying marketing concepts and in analyzing and solving marketing problems.

Measurable Learning Outcomes

To be able to:

·  Understand and explain basic marketing terminology, concepts, and strategies.

·  Understand and explain the marketing function in relation to other business functions.

·  Develop thorough, comprehensive and appropriate consumer segments.

·  Explain the process by which to analyze and solve marketing problems.

·  Write a basic marketing plan for an existing or proposed company.


Text and Supplementary Materials

Required

Marketing Principles Textbook. In addition, articles on current topics from journals, magazines, newsletters and/or newspapers will be assigned throughout the semester. These readings will usually be accessible via the web, however, it may be necessary to photo copy them from magazines and journals in the library.

Course Work, e.g., Case studies, readings, current events, library research, etc.

Methodology

Classes will consist primarily of lecture, discussion and application. Student participation is expected to reflect thorough preparation and insightful thinking. Students are strongly advised to take a page or two of notes on assigned readings before class to facilitate discussion.

Exams and Graded Activities

The final grade will be based on two mid-term exams as well as a final examination, homework (both in- and out-of-class) and a group project that will consist of writing a marketing plan for a business.

First Mid Term Exam
Second Midterm Exam
Final Exam
Marketing Plan/Presentation
Homework/Assignments / 20%
20%
25%
25%
10%
100%

Grading Scale

The following scale will be used in assigning final grades:

A / 92-100
BA / 87-91
B / 82-86
CB / 77-81
C / 72-76
DC / 67-71
D / 60-66
E / 59 or below

Incomplete and Final Grade Policies

Classroom Policies (May be determined by individual instructor)

Attendance & Late Arrival

Participation

Absences

Acceptance of Late Assignments

Academic Honesty (Recommend following statement sent by Faculty Senate in August 2008)

You are responsible for making yourself aware of and understanding the policies and procedures in the Undergraduate and Graduate Catalogs that pertain to Academic Honesty. These policies include cheating, fabrication, falsification and forgery, multiple submission, plagiarism, complicity and computer misuse. [The policies can be found at http://catalog.wmich.edu under Academic Policies, Student Rights and Responsibilities.] If there is reason to believe you have been involved in academic dishonesty, you will be referred to the Office of Student Conduct. You will be given the opportunity to review the charge(s). If you believe you are not responsible, you will have the opportunity for a hearing. You should consult with your instructor if you are uncertain about an issue of academic honesty prior to the submission of an assignment or test.

Topics (to be covered in course):

Course Introduction

Marketing Strategy Planning

Segmentation and Positioning

Market Research

Consumer Behavior

Product Planning and New Product Development

Service Marketing

Distribution and Retailing

Pricing

Personal Selling

Integrated Marketing Communications

Internet Marketing

Global Marketing

Marketing Ethics

Schedule