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Course Outline

MKT-602: Marketing Management.

January 2008 – Spectrum Campus.

Ramon Corona, Ph.D., MBA
Associate Professor
(858) 642-8427 rcorona@nu.edu

Course Description
An in-depth examination of marketing environments and the impact marketing activities have on organizational operations in competitive, global, multicultural business settings, the course discusses both domesticand international frameworks of the fundamental marketing functions of product, pricing, distribution, and promotion. It explores and analyzes modern marketing problems and solutions from conceptual, legal, and ethical perspectives. It explains marketing information systems and the use of advanced technologies in marketing decision making.

Textbook

Kotler, Phillip & Keller, Kevin (2006).Marketing Management 12th edition. Pearson Prentice Hall. ISBN: 0-13-145757-8

Learning Outcomes:

1. Describe how the Internet is changing the ways companies market their products. 
2. Identify a target market and its product market segments.
3. Apply the marketing mix towards a specific target market. 
4. Evaluate the effectiveness of an existing product marketing strategy.5. Evaluate marketing strategies in relation to current legal and ethical standards of practice. 
6. Demonstrate a clear understanding of major marketing concepts in writing and orally using proper business communications techniques.
7. Demonstrate the ability to use on-line resources to research and prepare written and oral assignments.

COURSE AGENDA

Week 1 Introduction / MarketingResearch / CRM / Consumer Behavior

Monday Introduction, Course Overview and Orientation
1/07 Chapter I: Defining Marketing for the 21st Century
Chapter II: Developing Marketing Strategies and plans.
Group preparation and in-class discussion

Wednesday Chapter IV: Conducting Marketing Research
1/09 Chapter V: Creating Customer Value, Satisfaction and Loyalty Grouppreparation and in-class discussion

Friday Chapter VI: Analyzing Consumer Markets
1/11 Topic presentations 1-2
Group preparation and in-class discussion

Week 2 Business Markets / Segmentation / Branding

Monday Chapter VII: Analyzing Business Markets
1/14 Topic presentations 3-4
Midterm exam

Wednesday Chapter VIII: Identifying Market Segments and Targets
1/16 ChapterIX: Creating Brand Equity
Topic presentations 5-6

Week 3 Pricing / Direct Marketing

Wednesday Chapter XIV: Developing Pricing Strategies and Programs
1/23 Chapter XIX: Direct Marketing and Personal Selling
Topic presentations 7-8

Week 4 Global Marketing / Holistic Marketing Organization

Monday Chapter XXI: Tapping into Global Marketing
1/28 StrategyPresentations 1-4

Wednesday Chapter XXII: Managing a Holistic Marketing Organization
1/30 Strategy presentations 5-8
Final exam

10/21

Assignments for all students:

1. Attend punctually to all classes and participate in class discussions and in-class exercises
2. Read the assigned chapters from the textbook, prior to class sessions.

Grading System

□ Topicpresentation 15 %
□ Marketing Strategy presentation 15 %
□ Midterm exam 20%
□ Class participation, attendance & punctuality 15 % (5% each)
□ Final Exam 35 %

A= 96-100; A_ = 91-95; B+ = 87-90; B= 84-86; B_ = 80-83; C+ =76-79; C= 72-75; C_ = 68-71; D=< 68

Guidelines

Topic presentation

Students will form groups of 3 persons and prepare a 20 minutepresentation of the assigned topic (see list at the end), to the entire class. Sources include the textbook, other Marketing books, Journals and reputable publications (students should clearly identify their sources). Furthermore, the group will prepare two very creative questions to the class in order to entice discussion about the topic. A presentation with 10 to 12 slides in power point is suggested or...