Dr.
H. H. Friedman
x.friedman@att.net
Marketing Management (BUS 708X)
TEXTBOOK: Principles of Marketing by Kotler and Armstrong, latest
edition
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 and Business Buyer
Behavior (Chapters 5, 6)
4. Marketing Planning and Forecasting; Market Segmentation (Chapter
7)
5. Marketing Research and MIS (Chapter
4)
6. Product Policy; New Product Development
(Chapters 8, 9)
7. Pricing Policy (Chapters 10, 11)
8. Channel Policy and Physical Distribution (Chapter
12)
9. Retailing, E-Commerce, Direct Marketing, and Wholesaling
(Chapters 13, 14)
10. Advertising, Publicity, and Sales Promotions
(Chapter 15)
11. Personal Selling (Chapter 16)
12. Global Marketing (Chapter 19)
13. Marketing and Society, Marketing Ethics (20)
*******Exam
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. 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.
Search engines that will help you find information
can be found at my website: http://depthome.brooklyn.cuny.edu/economics/infobmf.htm
Publications that might be of value
include: Fortune, Forbes, Business Week, The New York
Times, and the Wall Street Journal.
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 will
have to review, discuss, and critique. Each paper should be about 2 pages
long (12-point font and double spaced): For summer 2007, select 1, 2, 3, and 5.
1.
"Marketing Myopia" is arguably the most influential business
article of all time
http://www.dushkin.com/text-data/articles/1374/body.pdf
2.
"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.
3. You know about the importance of market segmentation: Here is a paper that you might find interesting about micro-niches and resonance marketing: Click on "A New Kind of Marketing: Creating Micro-niches Using Resonance Marketing" for the paper.
4. This paper is about new
approaches to pricing: Click here for the
paper.
5. Corporate social responsibility is an important subject. This
award-winning paper by Porter and Kramer is a must for all serious marketers.
Click
here for the paper; If you cannot download it here, then try clicking
here.
6. The authors of this paper argue that it should be part of the curriculum of every business course. Click here for the paper.
This term paper will not be required for the summer course.
10-PAGE 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.
(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 5- 10 pages long. All references used must be included with the paper.
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GRADING: 4 short papers (40%) and a final (60%).
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 Webcentral/Portal. I have no way of contacting you if your e-mail address is not current.
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:
Room 215B (Whitehead)
(718) 951-5000 x2084
E-mail: x.friedman@att.net
Website: http://depthome.brooklyn.cuny.edu/economics/infobmf.htm