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Marketing 431 |
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Dr. Deborah Lowe San Francisco State University Office: Business 344 Phone 338-2202 email: dlowe@sfsu.edu Objectives: This course will examine the marketing principles of Product, Price, Place, and the promotional mix of advertising, public relations, sales, and sales management. It will examine target markets, research, product development, brands, and marketing strategies. A team project will be part of the experiential learning. ______________________________________________________ Text: Marketing; Philip Kotler and Gary Armstrong. Prentice Hall. 4th edition. 1997. Marketing Guide: Dr. Deborah Lowe (At Kinko's in Stonestown) _____________________________________________________ Tues June 3 Orientation. Memory. Target Markets. Customer needs, wants, products, transactions. Theories of Marketing. Product planning, Read Chap 1, 2. Read guide on segmentation. Thurs June 5 Lecture Demographic segmentation;age, gender, income, social class, ethnic segments Positioning. Psychographic segmentation. Lecture.using research in marketing Read Chap 3, 7 Tues June 10 Strategic Marketing and Planning. Developing the marketing mix. Product development. Consumer behavior. Decision process. Distribution Strategies.Services marketing. Chap 4, 5, 8 Thurs June 12 Lecture: what is a product/line extensions Tues June 17 Review for midterm Thurs June 19 Midterm. Group work after midterm. Tues June 24 Lecture, Pricing, Distribution. Review for midterm Chap 10, 11 Promotional Mix. Integrated Marketing Communications. Advertising to target markets. Nostalgia advertising/media choices. Chap 13, 14 Read guide on Advertising Thurs June 26 Sales Promotion/Sales Management Lecture: Lifelong relationship with customers-sales Lecture: Promotion strategies Chap 15. Read guide on Promotion Tues July 1 Public Relations, International Marketing Chap 16 Read guide on PR. Read guide on International PR/Advertising Thurs July 3 Presentations. final report due Tues July 8 Personal selling/Sales Management. Thurs July 10 Final exam Summer 1997 My office has a sign up sheet for office hours. You may sign up for a 15 minute block on the door. Be sure to sign in pen. Grading: All papers will be typed. If a paper is late, it will be counted as a zero, but it must be turned in to count for the assignment. You must turn in all papers to pass the course. Grading Criteria Midterm 100 points Final 100 points Project Final Presentation report 50 Oral Presentation 10 Chap 1, 2, 3,7 2 Chap 4,5, 8 questions' 2 Family feud game 4 There are 268 total points. A = 250-268 A- = 238-250 B+ = 233-237 B = 225-232 B- = 212-224 C+ = 206-211 C = 188-205 C- = 185-187 D+ = 180-184 D = 177-179 D- = 159-178 |
