Art Institute of Las Vegas
Course Syllabus
Winter 07
RS121 Fundamentals of Marketing
Every Week
 Concepts Check for new chapter - BOC
 Concepts Challenge for old chapter – after Break
 Case at end of old chapter due BOC
 EOC project due end of class
Week 1
 Introduce Expectations
 PowerPoint for Chapter 1 - Marketing: Managing Profitable Customer
Relationships – in shared directory Zeus
 Discussion Questions Customer Satisfaction
o When have you, personally, been extremely satisfied or dissatisfied
with a product? Why?
o One half to three quarters page due EOC (End of class this week)
 Concept Check – master in class at 100%
 Company Case – Office Depot: Thank you for calling….
o Due BOC (Beginning of class next week)
 Concept Challenge Chap 1 will be quiz next week after break
 Concept Check Chap 2 will be BOC
Week 2 – Martin Luther King
Week 3
 Concept Challenge Chap 1 will be quiz after break
 Concept Check Chap 2 will be BOC
 Fellini’s La Note De Cabiria
o Original Trailer – for Italian Audiences
o Re-release Trailer – Repositioned as a masterpiece
 PowerPoint for Chapter 2 - Company and Marketing Strategy: Partnering
to Build Customer Relationships
 EOC – Wizard of Oz as horror movie
 BOC next week – Reposition ET as Horror Movie
o Six Frames PowerPoint
o Self Running
o Sound Optional
o Make no changes to original art
o Draw, sketch or find pictures
o Use text for clarity
 Case page 60 Trap-ease

Retake Chapter 1 concept challenge
Week 4
o Wall street Journal Marketing
 In Era of Blockbuster Books, One Publisher Rolls the Dice
 Chapter by chapter evaluation of marketing strategy
o Chapter 3: The Marketing Environment
o PowerPoint Reposition ET as Horror Movie
o Due BOC Next week
 Case – Prius page 95 due BOC next week
o Case at end of Chapter 2 – Trap-ease
 Due EOC
o Forced Rank, ET as horror movie
 Due EOC
o Midterm next week
 Multiple choice over chapters 1,2 and 3
 Concepts challenge chapter 3
o Movie project due BOC two weeks (after midterm)
 Reposition any movie as something else
 Choose something that all of us will know
 Six Frames PowerPoint
 Self Running
 Sound required – any type
 Make no changes to original art
 Draw, sketch or find pictures
 Use text for clarity
Week 5 – Midterm
Week 6
o Chapter 4: Managing Marketing Information
o Concepts Check, chapter 4 and 5
o Case end of chapter four and five – Due BOC next week
o Real Marketing 4.2 pg 120
o BudNet: Making customer information the lifeblood of the
organization
 Wholesale and store level information
 Done with handheld and cell phone
 Nightly data can be analyzed every morning to develop
marketing strategies
 King of beer’s little known crown jewel delivers over 50%
volume share of $75 billion beer market
o Chapter 5: Consumer Markets and Consumer Buyer Behavior
o Tattoos – wearing a corporate brand
o Intense loyalty of fans of Harley Davidson
o Buyer’s black box
o
o
o
o
Culture of buyer
Innovators vs. survivors
Maslow’s Hierarchy of Needs
Types of buyer behavior – differences vs. involvement
 Complex
 Dissonance reducing
 Habitual
 Variety seeking
o Stages in adoption process
 Innovators vs. laggards
o Concepts Challenge next week
o Company case, Weight? I’m on Atkins due BOC next week
o Concept Challenge Chapter 4 and 5 next class
o Movie Project
o Choose a mediocre movie
o Reposition as a masterpiece
o Do not choose inferior movie, choose a missed opportunity or early
film or disappointment.
o Six frames, sound and light and animation – self running
Week 7 – Holiday
Week 8
 Concept Challenge chapter and 4 and 5 today after break
 Concepts Check chapter 6 due today before break
 Chapter cases for 4 and 5 due today after break
 Chapter 6: Business Markets and Business Buyer Behavior
 Introduce Film Final Project
o Watch “The Iron Giant”
o http://www.imdb.com/title/tt0129167/
o Develop marketing plan for film – more information next week
 Case Real Marketing – page 158
o Lexus: Delighting the customer to keep them coming back
o EOC – “Delighted with…. “ 3/4th of a page of a time when you were
delighted with a product or service
 Be specific
 Next week
o BOC – Company case Kodak page 190 due next week
o Concept Challenge chapter 6 next week after break
o Details on final project
Week 9
 The Incredibles – Behind the scenes “making of…”
o The story is the thing
o Making a film is a huge gamble
o Brad Bird



o What makes a film a hit? $92m budget vs. $260m gross
o A family movie with a message: "you are what you choose to be."
Final Project due Week 11
o Develop a Marketing Plan for the film “The Iron Giant”
o Eight tabs – one for each chapter covered in class
o Two quotes from each chapter (with footnotes)
o Additional quotes from internet research (with footnotes)
o 2000 words, i.e. five pages
o Ten pages of supporting creative content
o Must include kids meal, movie poster and trailer
o Any media, digital, hand drawn or video
o Prepare a brief 5 to 7 minute presentation in powerpoint to present
to the class during week 11
Chapter 7: Segmentation, Targeting, and Positioning
o Building the Right Relationships with the Right Customers
o Company Case – page 227 GM: Downsizing the Hummer due BOC
Demographic relationships – page 196
o EOC – define your Demographic relationships in a list
Week 10
 Chapter 8 Concepts Check – take again and again until score=100%
 Chapter 7 Concepts Challenge – take once after break
 Case – Chapter 7 – Hummer - due BOC
 Chapter 8: Product, Services, and Branding Strategy
 No case due for next week – or do for extra credit
 EOC as directed by instructor
 Work time for Final Project due Week 11
o Develop a Marketing Plan for the film “The Iron Giant”
o Eight tabs – one for each chapter covered in class
o Two quotes from each chapter (with footnotes)
o Additional quotes from internet research (with footnotes)
o 2000 words, i.e. five pages
o Ten pages of supporting creative content
o Must include kids meal, movie poster and trailer
o Any media, digital, hand drawn or video
o Include many drawings and illustrations of products and ideas
 Happy meals
 Toys
 Clothes
 MySpace
 Internet
 Many more innovative ideas
Week 11
o Last chance to turn in any late or missing work
o Chapter 8 Concepts Challenge
o Final exam – short multiple choice exam over all eight chapters
o Study and prepare
o Make sure you have read all chapters
o Final project – Marketing plan for “Iron Giant”
o Prepare a short presentation of your finished project – 5 to 7 minutes
o Finished marketing plan in the form of a tabbed binder
o Eight tabs – one for each chapter covered in class
o Two quotes from each chapter (with footnotes)
o Additional quotes from internet research (with footnotes)
o 2000 words, i.e. five pages
o Ten pages of supporting creative content