UAD 270
MARKETING CONCEPTS AND ISSUES
Wolfgang Grassl
St. Norbert College
wolfgang.grassl@snc.edu
Description:
Introduction to the fundamentals of marketing both at the strategic and tactical
levels. The emphasis of the course is on presenting marketing as a business function
and on acquainting students with the terminology, the most important methods and
options, and with contemporary developments in marketing. The role of marketing
in society, including questions of ethics and of public policy, is given ample space.
Objectives:
Upon completion of this course, students should:
 understand the fundamental principles, concepts, and practices of marketing and its
role in for-profit and non-profit organizations at an international level;
 know which key decisions businesses must make in order to attract, create value for,
satisfy, and retain customers;
 be able to apply the analytical style of thinking practiced in business organiza-tions;
 be more informed consumers;
 be able to assess the social impact of marketing decisions and how these relate to
principles of Catholic Social Doctrine such as human dignity, solidarity, subsidiarity, and the common good;
 appreciate ethical behavior and professionalism in business and academic life.
Textbooks:
 Armstrong, G. & Kotler, P. (2013): Marketing: An Introduction. 11e. Pearson
(“AK”).
 Lascu, D.-N. & Clow, K.E. (2012). Marketing Principles. 4e. Textbook Media
(“LC”).
 Pride, W. M.  Ferrell, O.C. (2015). Foundations of Marketing. 6e. Cengage
(“PF”).
Press
Readings:
Harvard
 Levitt, T. (1975). "Marketing Myopia (With Retrospective Commentary)".
Business Review 53(5), 26-48.
 further materials as assigned on the course site
Resources:
 Catholic social doctrine:
http://www.usccb.org/beliefs-and-teachings/what-we-believe/
(choose link to page “Catholic Social Teaching” and use resources listed there)
 Catholic Social Teaching in Action:
http://capp-usa.org/
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Topic Issues
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Student Tasks and Resources
Marketing and Customer Value
 Introduction to the course
 Marketing as a business function
 Marketing concept
 Relationship marketing
Textbook
s
AK, Ch. 1
LC, Ch. 1
PF, Ch. 1
 Discussion of Levitt 1975
 Discussion: When are relationships
true?
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The Catholic View on Marketing
 Principles of Catholic social doctrine
 Catholic understanding of business
 Ethical issues of marketing
 Diagram of Catholic Social
Doctrine
 “Key Principles of Catholic Social
Teaching”
◊ Assignment 1: Marketing ethics
AK, Ch.
16
LC, Ch. 3
PF, Ch. 3
3
The Marketing Environment
 Microenvironment
 Macroenvironment
 The missing link: The spiritual environment * Discussion: How is meaning being
marketed?
Corporate and Marketing Strategy
 Corporate strategic planning
 Business portfolio
 Marketing strategy and marketing mix
 “Creating Customer Value”
 Creation of customer value: V = B/C
AK, Ch. 3
LC, Ch. 2
PF, Ch. 3
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5
Managing Marketing Information
 Marketing information systems
 Levels of marketing research
 Methods of marketing research
6 Understanding Consumer Behavior
 Needs vs wants: consumption choices
 Model of consumer behavior
 Buyer decision process
 Problems of consumerism
 Adoption of new products
7 Understanding Business Buyer Behavior
 Importance of business markets
 Business purchase decision making
8 Market Segmentation and Targeting
 Why market segmentation?
 Segmentation bases
 Targeting strategies
9 Positioning and Competitive Advantage
 Positioning on what?
 Porter’s theory of competitive advantage
 Working with positioning maps
10 Products and Brands
 Product classification
 Product management decisions
 Brands and branding
11 Services
AK, Ch. 2
LC, Ch. 8
PF, Ch. 2
AK, Ch. 4
LC, Ch. 7
PF, Ch. 4
Consumer Behavior Teaching Note
 http://cappusa.org/contemporary_issues/19;
Centesimus Annus, 36
AK, Ch. 5
LC, Ch. 4
PF, Ch. 6
AK, Ch. 5
LC, Ch. 5
PF, Ch. 7
AK, Ch. 6
LC, Ch. 6
PF, Ch. 5
◊ Assignment 2: Marketing strategy
AK, Ch. 6
* Discussion: Marketing as influenc- LC, Ch. 6
ing consumers’ minds – an attractive PF, Ch. 5
view?
Products & Brands Teaching Notes
*Discussion: When are products
really good?
AK, Ch. 7
LC, Ch. 8
PF, Ch. 10
AK, Ch. 7
2
 Classical definition of services
 Is this understanding still appropriate?
 Issues of service quality
12 New Product Development and the Life
Cycle
 New Product Development
 Product diffusion and Product Life Cycle
 Managing the product portfolio
13 Pricing
 Influences on pricing
 Pricing strategies
 Pricing management
 What is a just price?
14 Distribution: Marketing Channels
 Channel functions
 Channel management
 Discussion: What does it mean to
serve others?
LC, Ch. 9
PF, Ch. 11
AK, Ch. 8
LC, Ch. 8
PF, Ch.
11
◊ Assignment 3: Marketing mix
 Aquinas, ST II-II, q.77, a.1&4
15 Distribution: Logistics and the Supply Chain
 Logistics functions and management
 Supply chains
16 Distribution: Retailing and Wholesaling
 Retail formats
 Retail management and trends
 Wholesale functions
* Discussion: Is disintermediation
fair?
17 Integrated Marketing Communication
 IMC process
 IMC mix
 Communication effectiveness
18 Advertising and Public Relations
 Impact, types, objectives
 Creative design
 Media decisions
 Functions and tools of public relations
19 Sales Promotion and Personal Selling
 Tools of consumer and trade promotions
 Personal Selling
* Discussion: When is advertising
really good?
20 Direct and Online Marketing
 Tools of direct marketing
 Benefits and functions of online marketing  Guest speaker on social media
marketing
 E-commerce
21 International Marketing
 Internationalization drivers
 Market entry modes
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AK, Ch. 9
LC, Ch.
12
PF, Ch. 12
AK, Ch.
10
LC, Ch.
10
PF, Ch. 13
AK, Ch.
10
LC, Ch.
10
PF, Ch. 13
AK, Ch.
11
LC, Ch.
11
PF, Ch. 14
AK, Ch.
12
LC, Ch.
13
PF, Ch. 15
AK, Ch.
12
LC, Ch.
14
PF, Ch. 16
AK, Ch.
13
LC,
Ch.15f.
PF, Ch. 17
AK, Ch.
14
LC, Ch.
18
PF, Ch. 9
AK, Ch.
15
 International marketing strategy
 International marketing mix
22 Responsible and Sustainable Marketing
 Why corporate social responsibility?
 Is product quality an ethical imperative?
 Is planned obsolescence unjustified?
 Why sustainable marketing?
 Aquinas, ST II-II, q.77, a.2&3
LC, Ch.
18
PF, Ch. 8
AK, Ch.
16
 Centesimus Annus, 37; Caritas in
Veritate, 21, 40, 48-51
Note: Most resources produced by the author, together with links to websites and other resources, are
not part of this Teaching Guide.
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