Basic Marketing Management
Professor Warden
NCHU Marketing Dpt. (see my server for office hours)
Class slides and outline available on server at: http://warden.idv.tw
Email: cwarden@libra.seed.net.tw
Home page: http://warden.idv.tw
Textbooks: Basic Marketing by Perreault & McCarthy. You are required to purchase this book.
Further Suggested Resources:
Longman Business English Dictionary (English to Chinese)
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Course Outline
I.
Class Goal
The most important goal is to introduce you to the fundamentals of marketing. In addition, this class has
the goal of practicing your basic English reading, writing, speaking skills in order to prepare you for
future business courses. Each week we will cover topics from the book, but we will also emphasize the
development of a business outlook, the attitude that business majors need to have in—a socialization into
the marketing field.
Emphasis is on individual work. Each class can have a quiz on the previous material and the readings (I
will give quizzes when I think the class has not prepared well for the lecture). The major part of your
class evaluation will come from exam scores on the material presented in the book. Another part of your
grade will come from posting your opinions, ideas, questions, answers, etc., on the posting board
(described later).
II.
Grades:
Grades in this class are based on individual effort. Grades must be earned.
Not preparing for each class will result in a low grade.
Preparing for each class will result in a good grade. Preparing for class means reading the textbook
before class.
Thinking about the topics studied, and trying to connect the concepts to the world around you, such as
news reports and your own experiences.
Preparing business and other vocabulary you do not know.
Being prepared also means being ready to do your job, as a business student and speak when called on.
III.
Weekly Assignments, Quizzes, and In-Class Behavior & Posting (30%)
A.
Complete Readings
All readings from must be completed before class. During class times, we will have quizzes that include
material covered in the readings. This includes memorizing important vocabulary presented in the
readings and the important points of the readings.
B.
Book & Handout Exercises
The books and handout material includes many exercises. Completion of these exercises is the way you
practice the skills we cover in class. Without practice you cannot improve your abilities. To this end,
exercises from the books and handouts may be assigned each week. During class I may check that the
exercises have been completed. Full points will be given to those who completed the exercises, regardless
of accuracy, while no points will be given to those who did not complete the exercises.
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C.
In-Class Behavior Subtracting 5 points
1) Being late, or absent without a school approved excuse.
2) Failing to respond to questions in class.
3) Not prepared for class.
4) Being disruptive during other students’ presentations or questions.
5) Sleeping in class.
6) Using class time to prepare work due in class (this work should have been prepared ahead of time).
7) Using class time to prepare work for other classes.
D.
In-Class Behavior Adding 5 points (up to 100)
1) Actively participating in class.
2) Asking questions, during question time, of other student’s presentations.
3) Asking questions of the teacher.
4) Being well prepared for class.
5) Gathering, and presenting to class, information related to the class topic which you have found
through your own research.
E.
Online Participation on Posting Board
1) you MUST join the online forum for this class at http://warden.idv.tw
2) Every post you make online counts towards your final grade!
3) Often using the posting board and responding to others’ questions will raise your participation grade.
Follow these steps:
Go to http://warden.idv.tw Click on Posting Board
& Chat
Click Register
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Complete the registration
Next time you need to Log in
Click Log in
Then, name and password
After registering, you will receive an email
confirming your information
VERY IMPORTANT!!!
From the drop down menu select YOUR class.
To receive a grade you MUST join the correct
Usergroup
Click Usergroup
Click View Information
Learn how to use features in the Posting Board
Issues topic
Warden’s Web has many useful features, try to
use them all
Read the description and make sure this is the
usergroup for your class, then click Join Group
After joining usergroup, an email will be sent to
the administrator who will approve. This may
take a day or two.
IF YOU DO NOT JOIN A USERGROUP, YOU
WILL NOT PASS THIS CLASS!
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IV.
Midterm Exam (30%)
All exams are given in English and only English is accepted as answers.
V.
Final Exam (40%)
All exams are given in English and only English is accepted as answers.
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Class Schedule Semester 1
Week
1-2
Topics
Chapters
Introduction
Notes
1
Marketing’s Value to Consumers, Firms, &
Society
3-4
Marketing Strategy Planning
2
Focusing Marketing Strategy with
Segmentation & Positioning
3
5-6
Evaluating Opportunities in the Changing
Marketing Environment
4
7-8
Demographic Dimensions of Global
Consumer Markets
5
6
Behavioral Dimensions of the Consumer
Market
Midterm Exam
9-10
Business and Organizational Customers
and Their Buying Behavior
7
11-12
Improving Decisions with Marketing
Information
8
9
Elements of Product Planning for Goods
and Services
13-14
Product Management & New-Product
Development
10
15-16
Place & Development of Channel Systems
11
Final Exam
6
Class Schedule Semester 2
Week
1-2
Topics
Chapters
Introduction
Notes
12
Distribution Customer Service & Logistics
3-4
Retailers, Wholesalers, & Their Strategy
Planning
13
14
Promotion—Introduction to Integrated
Marketing Communications
5-6
Personal Selling
15
7-8
Advertising & Sales Promotion
16
Pricing Objectives & Policies
17
Midterm Exam
9-10
Price Setting in the Business World
18
11-12
Implementing & Controlling Marketing
Plans: Evolution and Revolution
19
20
Managing Marketing’s Link with Other
Functional Areas
13-14
Developing Innovative Marketing Plans
21
15-16
Ethical Marketing in a Consumer-Oriented
World: Appraisal and Challenges
22
Final Exam
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