San Francisco State University

Instructor: Dr. Deborah Lowe

Office: BSS 344              Phone 338-2202        email: dlowe@sfsu.edu

Objectives: This course will examine the role of the marketing manager. It will examine strategic 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.

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Text: Marketing Management; Philip Kotler Prentice Hall.

Marketing Guide: Dr. Deborah Lowe (At Kinko's in Stonestown)

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Tues June 3      Orientation. Theories of Marketing. Product planning, Goals of marketing.

                         Organize for group project.

                          Read Chap 1, 2. Read guide on segmentation.

Thurs June 5     Lecture Demographic segmentation..age, gender, income, social class, ethnic segments

                          Lecture..using research in marketing

                          Research questionnaire group work.

                          Lecture; Psychographic segments including baby boomers, children, women, elderly,

                          men, international

Tues June 10    Strategic Marketing and Planning. Developing the    marketing mix.

                         Product development. Consumer    behavior. Decision process.  Distribution strategies

                         Services marketing.

Thursday          Group Research blitz.

                         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.

                         Integrated Marketing Communications.

                         Advertising to target markets.

                         Nostalgia advertising/media choices.

Thurs June 26  Sales Promotion/Sales Management

                         Lecture: Lifelong relationship with customers-sales promotion strategies

Tues July 1      Public Relations, International Marketing

Thurs July 3     Presentations. final report due

Tues July 8       Personal selling/Sales Management.

                         Review for final

Thurs July 10    Final exam

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                                     40

Oral Presentation                   10

Case Analysis                        10 

Family feud participation        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

                MKTG 431         MKTG 432          MKTG 434          MKTG 633 

Marketing 787

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