CALIFORNIA STATE UNIVERSITY, LOS ANGELES
DEPARTMENT OF MARKETING
Principles of Marketing
Marketing 304-05
Fall 2012
SH C368
TR 9:50-11:30 AM
Dr. Richard Kao
Office: ST F915
PHONE:
(323) 343-2960
Office Hours:
T 3:30-6:30, R 410-500
AND BY APPOINTMENT
FAX (323)-343-5462
Email: rkao@calstatela.edu
http://instructional1.calstatela.edu/rkao/mkt304
Course Description
This course provides students with a decision-oriented overview of marketing management in
modern organization. This course also provides you with a broad introduction to marketing
concepts, the role of marketing in society and in a firm, and the various factors that influence
marketing decision making. It provides you key frameworks and tools for analyzing customers,
competition, and marketing strengths and weakness. This course will help you develop insights
about creative selection of target markets and blending marketing decisions related to product,
place, promotion, and price to meet the needs and wants of a target market.
Learning Objectives
1.
To explore marketing as a philosophy of management and an overview of marketing in
relation to the student's life style.
2.
To analyze key issues in marketing and society, including the impact of global competition,
technology, total quality management, consumerism, and legal aspects.
3.
To examine the various tasks assigned the marketing manager and the basic tools for
accomplishing these tasks.
4.
To learn the “language of marketing” (that is, terms, concepts, and frameworks) used by
marketing managers.
5.
To analyze marketing relationships to other business and non-business organizational
functions.
6.
To provide the student with knowledge and the skill to relate his own experiences in the
1
marketplace to the structure, goals, and organizations of marketing as a system.
7.
To learn how internet and other information technology can be used in marketing planning,
implementation, and control.
Class Meetings:
Most of each class meeting will be lecture and discussion of marketing concepts and related topics.
In addition, marketing case materials and computer-aided problems will be discussed at scheduled
sessions during the quarter. Class participation is an important part of your learning process.
Please turn off your cell phone and MP3 before the class starts.
Grading System:
There will be a mid-term examination, a final examination, and other assignments. Grade points
for each assignment are computed as follows:
Points
120
120
50
10
____
300
Mid-term
Final Examination
Group Case Presentation
Class Participation
In general, 90% of total points are required for a grade of A, 80% for B, 70% for C, and 60% for D.
Makeups:
Missed midterm may be made up for acceptable reasons. However, grades on makeup will be
reduced 10% for lateness.
Required Text:
Perreault, Cannon, and McCarthy, Basic Marketing, (Homewood, IL: Richard D. Irwin Inc., 2009)
17th Edition. (ISBN 978-0-07-338105-3)
Recommended Readings:
Business Week
Wall Street Journal
http://hbswk.hbs.edu
2
Use the following guide for the group case analysis and presentation.
Sign up for the group case presentation, one case per group. Earn maximum 50 points for your
Power Point presentation for the assigned case.
I.
Situation Analysis
*Be brief
II.
Problems and Opportunities
*Use of breakeven analysis, financial ratio analysis, such as: profitability, sales
growth, forecasting.
III.
Alternative approaches for solving the problems
IV.
Evaluation of alternatives
*The Pros and Cons for each alternative
*Evaluation based on these criteria, such as:
1.
2.
3.
V.
VI.
Resource availability
Competition situation
Environmental factors
Implementation and Recommendation
Update the case to the most recent information if it is available.
** No written report is required for the case analysis. **
ASSIGNMENTS
Weeks
Subject
Chapters
1.
Introduction to Marketing
Class organization
________________________________________________________________________
2.
Marketing's Value to Consumers, Firms
1
Marketing Strategy Planning
2
3
3.
Focusing Marketing Strategy with Segmentation and Positioning 4
The Changing Marketing Environment
3
Case 1. Chick-fil-A: “Eat Mor Chickin”
P. 633
10/11
4.
Demographic Dimension of Global Consumer Markets
5
Understanding Consumer Buying Behavior
6
Case 2: McDonald's "Seniors" Restaurant
P.676
10/18
______________________________________________________________________
5.
6.
Understanding Organizational Customers and Their
Buying Behavior
Improving Decisions with Marketing Information
Case 3. Bass Pro Shops (Outdoor World)
Case 4. Potbelly Sandwich Works
10/25
Product Planning
Product Management and New Product Development
Case 5. Toyota Prius: The Power of Excellence
10/30
*Midterm Examination
7
8
P. 643
P. 637
9
10
P. 635
(Thursday, 11/1, Chapters 1-8)
7.
Channels of Distribution & Physical
Distribution Customer Service and Logistics
11, 12
Case 6. Suburban Regional Shopping Malls
P. 638
11/8
________________________________________________________________________
8.
9.
Wholesaling and Retailing
Case 7. Girl Scouts
11/15
Promotion
Advertising
Case 8. Advanced Materials, Inc.
11/20
13
P. 641
14
16
P. 669
4
11/22 Thanksgiving Holiday—University Closed
10.
Personal Selling
Pricing Policies and Strategies
15
Pricing Setting in the Business World
Marketing Link with Other Functions
Case 9. The GM Hummer
Case 10. Segway finds niche markets
11/29
11.
18
20
P. 643
P. 644
*Final Examination
(Thursday, 12/6, 8:10-10:30 AM, Chapters 9-20)
Instruction for Group Case Analysis and Presentation Assignments
1. Team organization—Up to 5 students per team.
2. Each team will select one of the 10 cases shown in the assignments to be presented on the
specific day indicated in the assignment sheet.
3. Each team is responsible for analyzing, preparing Power Point slides and presenting the
case analysis. (Earn Maximum 50 Points).
5
6