WELCOME TO
MARKETING
FUNDAMENTALS
(BUAD 307)!
BUAD 307
MARKETING FUNDAMENTALS
Instructor:
Office:
Office Phone:
Cell:
E-mail:
Web:
BUAD 307
Lars Perner, Ph.D.
Assistant Professor of Clinical Marketing
Accounting Building 306K
(213) 740-7127
(760) 412-0154
perner@marshall.usc.edu
http://www.LarsPerner.com
http://www.BUAD307.com
http://www.ConsumerPsychologist.com
Blackboard: http://blackboard.usc.edu
COURSE BACKGROUND
Lars Perner, Instructor
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Textbooks
Dhruv Grewal and Michael Levy (2011),
Marketing, 2nd ed., McGraw-Hill
Irwin, ISBN-13: 9780073404875.
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Erik Qualman (2009), Socialnomics: How
Social Media Transforms the Way We
Live and Do Business, Wiley, ISBN-13:
978-0470477236.
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Why does
Tony the
Tiger wear a
scarf?
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About the Instructor: Lars Perner
• Ph.D., Marshall School of
Business, University of
Southern California, 1998
• Courses taught:
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BUAD 307
Marketing Fundamentals
Consumer Behavior
International Marketing
Marketing Strategy
Intro to International Business
Channels/Distribution
Agricultural Marketing
Internet Marketing
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About the Instructor: Lars Perner
• Research interests:
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Consumer Behavior
International Marketing
Consumer Price Response
Consumer Bargain Hunting
Branding
Corporate Philanthropy
Non-Profit Marketing
“Win-win” Deals
Autism Spectrum Disorders and Subtypes
• Country of birth: Denmark
• Selected outside involvement
– Marketing Educators’ Association
– Autism Society of America
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Warning!
• Beware of relying on
PowerPoint printouts!
• Psychological research
shows that
comprehension and
memory suffer if you do
not take notes in your
own hand.
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Class Meetings and Office Hours
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Course Objectives
• Understand the role of marketing in firms that function in an
increasingly global and competitive market;
• Understand basic concepts and ideas used in marketing;
• Develop knowledge and tools necessary to design and
implement effective marketing programs;
• Understand the advantages, disadvantages, opportunities,
and tradeoffs involved in different marketing strategies and
choices;
• Appreciate ethical implications of marketing decisions; and
• Appreciate the dual roles of formal analysis and creativity in
designing and implementing effective marketing programs.
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Course Philosophy
• Application to needs of
real firms rather than
memorization
• Broad overview of
marketing
• Assignments require
individual initiative and
thinking
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Grading
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Grading Issues
• Course grades are assigned based on the total
number of points accumulated. LETTER GRADES
WILL NOT BE ASSIGNED TO PROJECTS OR EXAMS
ALONE (see syllabus).
• Marshall competition is very intense.
• Not everyone can be “above average.” Some will
be below.
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More Grading Issues
• Extra credit cannot be assigned.
• Grading is based on performance. It is NOT assumed that
you start out as “perfect” and have “points taken off” for
deficiencies. A perfect score takes a nearly superhuman
person!
• Grading is NOT based on effort put in (or perceived effort
put in or effort reported to have been put in).
• Final grades can generally only be changed to correct
mistakes in arithmetic, Scantron misreads, or data entry
that have been made. Work quality or cut-offs cannot be
re-evaluated under the USC grade change policy.
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Some Topics Covered In This Course
• Creating customer value
• Marketing Strategy
• Ethics and Social
Responsibility
• Marketing Research
• Consumer Behavior
• International Marketing
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• Segmentation, Targeting,
and Positioning
• The Marketing Mix
– Product
– Price
– Promotion
– Distribution (“Place”)
• Electronic Commerce
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PROJECT
PRODUCT OR
SERVICE
OR
NEW
TARGET MARKET FOR
AN EXISTING TYPE OF
PRODUCT
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OR
OR
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CHANNEL FOR
DISTRIBUTING AN
EXISTING PRODUCT
OR
PRODUCT OR
SERVICE
“TRANSPLANTED”
FROM ONE COUNTRY
TO ANOTHER
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Course Project
• Please choose:
– A new product or service not currently in existence;
– An existing product or service that has potential to be
targeted to a segment or type of consumers that currently
does not use the product
– An existing product or service that could achieve
significant additional sales if distributed through a new
channel; or
– An existing product that is sold in one or more countries
and can be introduced in another specific country where it
is currently not widely used.
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Project Structure
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Proposal
Office visit to discuss the proposal
Library Database Resource List
Applications Paper
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Examples: A New Product or Service
• A traffic decision support system that
tells drivers when it is safe to switch
lanes and make other changes in dense
traffic.
• Secular values training and leadership
programs for children of busy parents not
involved in organized religion
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Examples: Existing Product For New
Target Market
• Video games marketed to senior citizens (who
want to preserve mental agility and/or play
with their grandchildren)
• Noise cancelling headphones for children
vulnerable to distraction.
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Examples: Existing Product With Potential
Through New Distribution Channel
• Financial planning programs sold through
churches, synagogues, or mosques.
• Inkjet printer cartridges sold through Greek
houses
• Groceries being delivered to car pool or van
pool departure sites.
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Examples: Existing Product for a New
Country
• Fortune cookies (which are actually not used
in Mainland China).
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