Dr.
H. H. Friedman
215b Whitehead
x.friedman@att.net
Dr. B. J.
Lewis
barbaraj@brooklyn.cuny.edu
Office Hours for Prof. Lewis -- Fall 2007
407 Whitehead
Thursdays: 1:30 - 3:30 and by appointment
Principles of Marketing Management (BUS 50.2)
TEXTBOOK: Kerin, Hartley, and Rudelius, Marketing: The Core,
Latest Edition, McGraw-Hill. This is a paperback.
An online marketing glossary/dictionary may be found at MarketingPower.com
(AMA): http://www.marketingpower.com/live/mg-dictionary.php
TOPIC (CHAPTER)
1. Introduction;
Marketing Management Philosophies; Relationship Marketing (Chapters 1, 2)
2. Environments Affecting Marketing (Chapter 3)
3. Consumer Behavior (Chapters 5, 6)
4. Marketing Planning and Forecasting (Chapter
8)
5. Market Segmentation (Chapter 9)
6. Marketing Research and MIS (Chapter
8)
7. Product Policy; New Product Development
(Chapters 10, 11)
8. Pricing Policy (Chapters 12)
9. Channel Policy and Physical Distribution (Chapter
13)
10. Retailing, E-Commerce, Direct Marketing, and Wholesaling
(Chapters 14, 15)
11. Advertising, Publicity, and Sales Promotions
(Chapter 16)
12. Personal Selling (Chapter 17)
13. Global Marketing (Chapter 7)
14. Marketing and Society, Marketing Ethics (Chapter 4)
*******Exam
Disabilities:
In order to
receive disability-related academic accommodations, students must first be
registered with the Center for Student Disability Services.
Students who have a documented disability or suspect they may have a
disability are invited to set up an appointment with the Director of the Center
for Student Disability Services, Ms. Valerie Stewart-Lovell, at 718-951-5538.
If you have already registered with the Center for Student Disability
Services, please provide your professor with the course accommodation form and
discuss your specific accommodation with him/her.
Review for Final
Exam:
1. KEY 100 TERMS IN MARKETING -- These terms are
a must for anyone who is interested in marketing. There are many more terms for
you to know, but these are of utmost importance.
2. PRACTICE FINAL --This exam is fill-in so it
is more difficult than than the final which is multiple choice.
3. Important Article for you to read.
http://www.dushkin.com/text-data/articles/1374/body.pdf
"Marketing Myopia" is arguably the most influential business article of all
time.
4. Go to the marketing teacher website:
http://www.marketingteacher.com/Lessonstore.htm
Lessons that will help you include: Ansoff's matrix, Boston Matrix,
Product Life Cycle, Adoption Process, and Personal Selling.
Learn about
plagiarism and how to cite reference sources using the APA (American
Psychological Association) and Chicago style at:
http://keithstanger.com/estyle_2.htm
Articles you Might Find Interesting (Don't worry. They are not on the exam):
1.
"The Largest Minority
Group: The Disabled" and "The
Largest Multicultural Market" -- In this course you learned about
ethnic marketing. Here is a multicultural group that is very large and
should not be ignored by marketers. There are many products and services
that can be targeted to the disabled.
2. You know about the importance of market segmentation. Here is a
paper that you might find interesting that discusses resonance marketing
and how to target products and services to micro-niches. This
is a whole new approach to market segmentation made possible by the Internet.
This will also give you ideas for new products and services. Click on
"A New Kind of Marketing: Creating
Micro-niches Using Resonance Marketing" for the paper.
3. "Workplace Diversity: The Key to Survival and Growth" -- In this paper you will see why diversity is important for an organization that is interested in growth.
4. "Biblical Foundations of Business Ethics" -- The Bible can help a company understand the importance of business ethics.
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GRADES -- CLASSROOM STUDENTS: There will be a midterm and a final.
GRADES -- DISTANCE LEARNING (WEB) STUDENTS: There will be a term paper (check with me about the paper; sometimes it is optional) and a final.
Important!!! All distance learning students (i.e., students taking this course on the Web) must have a current e-mail address in the Brooklyn College Portal. Also, e-mail me your phone number and e-mail addresses so that I can communicate with you. Please do this immediately if you wish to remain in the class. EMAIL ME
TERM PAPER (check with me to see whether it will be required this term). I will tell you which, if any, of the following papers you will write this semester.
Fall 2007 Term Paper--Prof. Friedman's Class:
This semester a term paper will be required and is due on November 30, 2007.
Lateness will be penalized. You will have to come up with an idea for a
new product or service. Before coming with an idea, you should read
"The Largest Minority
Group: The Disabled" and "The
Largest Multicultural Market" to learn about the
disabled, a very large potential market. You should also read
"A New Kind of Marketing: Creating
Micro-niches Using Resonance Marketing". This
paper will help you understand how the Internet has made it possible to target
products to very small market segments (micro-niches) and make a nice profit.
Of course, you may have your own ideas for a new product.
Do not start writing the term paper before you have done all the reading for the course. You need to know a great deal about marketing before writing this paper. I expect you to know how to use marketing terms correctly. After you come up with an idea for a new product or service, you will write a brief marketing plan. You do not have to discuss costs and make financial projections for this paper but I do expect you to talk about your marketing strategy, i.e., target market, the 4Ps (product, price, promotion, place), etc. I want to see that you understand how to market a new product and know what has to be considered. I want to see that you have mastered the language of marketing and can come up with a good idea for an exciting new product.
Length of paper: 6 - 12 pages. A hard copy must be in my mailbox by November 30. There will be a penalty for lateness.
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The following will not be required this semester. Please ignore.
(1) Do a thorough marketing analysis of a company, organization, or a product. Areas to be discussed in the paper include: marketing strategy, positioning, product, price, promotion, channels of distribution, competition, SWOT (Strengths, Weaknesses, Opportunities, and Threats), etc. Is the firm (or organization) using direct marketing and the Web effectively? You should also discuss whether any changes are needed in the above areas to ensure future growth. The paper must include at least three current references and should be about 5-8 pages long (double spaced). Use the Web and library to collect information. All references used must be included with the paper.
(2) Cause marketing has become a very powerful marketing tool (this is discussed in my notes). Consumers, especially those under 30, will purchase brands that they believe are more likely to help improve the world. One benefit is that it may help improve a company's image. Choose at least three products and show how they are using cause marketing. Discuss their strategy, target market, objectives, etc. Has the company been successful? The paper must include at least three current references and should be about 5-8 pages long (double spaced). Use the Web and library to collect information. All references used must be included with the paper.
(3) Multicultural marketing (I like this term better than ethnic marketing) is very important, especially in the United States. Think of a group that could be a good target market for a new product or service and write a brief marketing plan. Some target markets you might wish to consider include relatively small ethnic groups (e.g., Polish-Americans, Haitians, Hassidic Jews, Vietnamese, etc.). The large ethnic groups (Latinos/Hispanics, African-Americans, Asian-Americans) have been studied extensively and are discussed in my notes so do not write about them. Alternatively, you can consider a group that has a handicap (arthritic, those in wheelchairs, legally blind, those using canes, hard of hearing, etc.) The handicapped market is huge since we have an aging population. There are many opportunities for a clever marketer to develop a product that satisfies the needs of a group with a handicap. One marketer developed products for left-handed people (many have trouble with scissors). I want you to examine a group and provide as much information as you can find. Be imaginative and come up with an exciting new product. (Of course, if you become rich from this, 10% of your profits should go to Brooklyn College!) Before writing your paper, make sure you know what is included in a marketing plan (see class notes). Of course, it is important to know the size of the market. There is a great deal of information on the Internet on how to write a marketing plan so I will not discuss it here. The paper should be about 6- 10 pages long. All references used must be included with the paper.
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Search engines that will help you find information
can be found at my website: http://depthome.brooklyn.cuny.edu/economics/infobmf.htm
One of the best search engines is Google.com.
Publications that might be of value
include: Fortune, Forbes, Business Week, The New York
Times, and the Wall Street Journal.
EXPECTED COURSE OUTCOMES: Upon completion of the course, students will:
(1) understand the language and vocabulary of marketing and be able to sue such terms as positioning, niche marketing, marketing strategy, marketing mix, etc. Important terms are on the course website.
(2) be able to create a simple marketing plan and apply marketing concepts to the successful running of an enterprise. Students interested in entrepreneurship will understand the importance of marketing in the establishment and continued success of a new business.
(3) be provided with a foundation so that they may take advanced courses in advertising, international business, consumer behavior, electronic commerce, real estate, and sales management.
(4) appreciate the importance of global marketing (and foreign trade) to the economy of the United States. Understand how E-Commerce can be used by marketers to increase customer satisfaction and to enhance growth.
(5) understand why a good
marketer is an ethical marketer and why good marketers believe in employee
diversity.
BRICK-AND-MORTAR OFFICE HOURS:
Prof. Friedman
Room 215B (Whitehead)
(718) 951-5000 x2084
E-mail: x.friedman@att.net
Website: http://depthome.brooklyn.cuny.edu/economics/infobmf.htm