MKT 3000 Syllabus PDF

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MKT 3000

Sec. FTRB 47355

T/T 4:10-5:25

Marketing Foundations

Room 9-150VC

fall 2016

Pg. 1 of 4

Bill Heath (email: [email protected])

Office Hours: By appointment Text: Kotler, Philip and Keller, Kevin Lane. A Framework for Marketing Management. Fifth Edition. Upper Saddle River, New Jersey: Prentice Hall 2012 OR Editions 3 or 4. Multiple copies are on reserve in library. Course Description/Purpose: The purpose of this course is to examine the role marketing plays in an organization and to help the student: 1. Achieve an understanding of the marketing concept as a basis for general management decision making and as a framework for analyzing marketing situations. 2. Understand the basic elements of the marketing program, their underlying conceptual structures and their interaction in comprehensive recommendations. 3. Demonstrate high levels of analytical skill in a marketing context by defining problems, identifying opportunities and interpreting their implications for decision making. 4. Demonstrate high levels of practical decision making skills using persuasive arguments in support of realistic marketing decisions. The theory will be accomplished by your reading and understanding of the assigned text. The practical will be accomplished through the use of professor notes, the course project and classroom discussion/interaction. Evaluation: I am looking for excellence in thinking, analysis, writing and presenting. That is what will constitute “A” work in this class. There is no final exam. Course Test (30%) Short Essay (20%) Group Project and Presentation grade combined with emphasis on the written submission (45%) Research Subject Pool 5% RESEARCH SUBJECT POOL Subject Pool Website: http://faculty.baruch.cuny.edu/subpool/Students MKT 3000 students can earn up to 5% course credit for participating in two research studies, each taking up to 60 minutes of your time. A research study involves filling out one or more questionnaires while e.g. viewing ads or assessing products. Participation in these studies is voluntary. If you choose not to participate in the research studies, you can still get the 5% course credit by completing a written assignment. The assignment involves reading a case study and submitting a 3page (typed) report on it. The assignment will be graded on a Pass/Fail basis. Your professor will only know whether or not you earned the 5%. More details on how to sign up for studies will be provided early in the semester. CAUTION: Do Not Ignore this requirement. 5% of your grade can mean the difference between, e.g. B+ to A- , A- to A.

MKT 3000

Sec. FTRB 47355

T/T 4:10-5:25

Marketing Foundations

Room 9-150VC

fall 2016

Pg. 2 of 4

Bill Heath (email: [email protected])

Office Hours: By appointment A Few Things to Know Please read the complete syllabus before asking questions. The syllabus you receive is a working syllabus. That means it is always subject to change. Therefore, if you must miss class, it is your responsibility to keep up to date by either contacting one of your peers or me. Things do and probably will change as the semester evolves. Please turn off and leave off all cell phones during class. Please do not eat during class—Drinking of beverages is acceptable Students wishing to talk with me are encouraged to make appointments. NOTE: This textbook is reasonably well written and has an excellent layout. Therefore I will use tables/charts liberally throughout our class sessions. I’ll use the overhead reader. Short Essay:

Due Tuesday 9.20. IF ASSIGNMENT IS LATE YOU WILL LOSE 1 FULL GRADE POINT.

In approximately 500 words provide one or more examples of the impact marketing has had on your life. Course Group Project: Teams of five (5) students are required to prepare a thorough, in-depth analysis of a consumer packaged good product of the group’s choice (BUT approved by me) and submit a well-written, well-analyzed paper of their analysis on Thurs. 11.17 The general outline for this project is below. Group papers should be no less than 8 pages (double spaced), excluding any appendices, with a maximum of 10 pages. IF PAPER IS OVERLENGTH THE OVERLENGTH PART WILL NOT BE READ. YOU WILL LOSE ½ A GRADE POINT. PowerPoint presentations are scheduled for 11.17, 11.22, 11.29, 12.1 and 12.6 NOTE: IF PAPER OR PRESENTATION DATES ARE MISSED YOU WILL LOSE ½ A GRADE POINT.

Outline ONLY CONSIDER THE DOMESTIC U.S. PROBLEM STATEMENT SWOT PORTER’S COMPETITIVE FORCES ANALYSIS DISCUSS STRATEGIC IMPLICATIONS FOR THE MARKETING MIX. A FEW WORDS ABOUT PRESENTATIONS CHOOSE TWO TEAM MEMBERS TO PRESENT Be prepared to present without notes. Rehearse and then rehearse again and then rehearse again. Speak loudly and clearly and have interesting and informative slides. Don’t hide behind equipment. Be visible. Use the full allotted time of 15 minutes.

MKT 3000

Sec. FTRB 47355

T/T 4:10-5:25

Marketing Foundations

Room 9-150VC

fall 2016

Bill Heath (email: [email protected])

Office Hours: By appointment Working Syllabus by Class Thurs 8.25

Pg. 3 of 4

Review Syllabus, Discuss Process, Text, Chap. 1 Defining Marketing for the 21st Century

Tues 8.30

Chap 2: Developing Marketing Strategies/Plans

Thurs 9.1

Chap 3: Collecting Information and Forecasting Demand

Tues 9.6

Chap 4: Creating Long-term Loyalty Relationships

Thurs 9.8

Chap 5: Analyzing Consumer Markets +Consumer Behavior Chart

Tues 9.13

Chap 6: Analyzing Business Markets

Thurs 9.15

Chap 7: Market Segments/Targets

Tues 9.20

Chap 8: Brand Equity

Thurs 9.22

Chap 8: Brand Equity (con’t)

Tues 9.27

Chap 9: Positioning/Competition

Thurs 9.29

Chap 10: Product Strategy/Product Life Cycle

Tues 10.4

NO CLASSES

Thurs 10.6

MONDAY SCHEDULE

Tues 10.11

NO CLASSES

Thurs 10.13

Chap 10: Product Strategy/Product Life Cycle (con’t)

Fri 10.14

TUESDAY SCHEDULE Chap 11: Designing/Managing Services

Tues 10.18

Chap 12 Pricing Strategies/Programs

Thurs 10.20

Chap 13: Designing/Managing Integrated Channels Chap 14 retailing/Wholesaling/Logistics

Tues 10.25

Chap 15: Integrated Marketing Communications

Thurs 10.27

Review for TEST Chapters 1-16

Tues 11.1

Chap 16: Mass Communications

Thurs 11.3

TEST Chapters 1-16

Tues 11.8

Chap 17: Personal Communications

Thurs 11.10

Chap 18: Marketing in the Global Economy

Tues 11.15

GUEST LECTURE Media Basics: Jim Keever, CBS Sports (TENTATIVE)

Thurs 11.17

Course paper Due 1st set of presentations

Tues 11.22

2nd set of presentations

Thurs 11.24

NO CLASSES

SHORT ESSAY DUE

MKT 3000

Sec. FTRB 47355

T/T 4:10-5:25

Marketing Foundations

Room 9-150VC

fall 2016

Pg. 4 of 4

Bill Heath (email: [email protected])

Office Hours: By appointment Working Syllabus by Class (Continued)

Tues 11.29

3rd set of presentations

Thurs 12.1

4th set of presentations set of presentations

Tues 12.6

5th set of presentations set of presentations

Thurs 12.8

Last class Course recap

WILLIAM HEATH

William (Bill) Heath is a Professor of Marketing at The Zicklin School of Business, Baruch College, CUNY. Mr. Heath has over 40 years of extensive experience in marketing, advertising, branding and consulting holding senior positions in three major worldwide advertising and communications networks, Grey Global, Omnicom (BBDO and Alcone Marketing Group) and Bates WW. In his career Mr. Heath has been responsible for strategic and business plan direction, promotional marketing plan development, and overall management of multi-million USD brand accounts of many premier global companies such as AT&T, IBM, Mars Inc., British Airways, Unilever, Toshiba America Information Systems, and Procter & Gamble. Mr. Heath has been a marketing consultant to corporations and non-profit organizations including some of the most prestigious organizations in the United States, and, in some instances, the World. They include The Humane Society of the United States, The American Diabetes Association, The Easter Seals Foundation, The Alzheimer’s Association, The New York City Board of Education, The Partnership for a Drug Free America and American Airlines. In the past twelve years Mr. Heath has concentrated his efforts on teaching, writing and research. In addition to an extensive teaching schedule at Baruch College and other colleges, he has authored a memoir “Some Kind of Plant: Learning While Teaching in Taiwan and Hong Kong 2003-2009,” Booksurge 2009 and an article for the periodical Advertising Age, “Take Command of Service,” September 15, 2008 Vol.79 No.34, pg.16. Mr. Heath updated research in association with Professor Dr. Myung-Soo Lee and others on the subject of “Marketing and Advertising to Children in the United States: Critical Review and Research Agenda” which was nominated for publication in the Portuguese Journal of Marketing in April 2011. Mr. Heath is currently researching a non-fiction book about his maternal grandfather. Mr. Heath received his MBA with highest honors from New York University and his BBA from Temple University in his hometown Philadelphia, Pennsylvania. In addition, Mr. Heath has received certificates of completion from intensive Executive Education programs taught by Harvard Business School faculty....