MAR 101 Introduction to Marketing

Kotler, Philip T., Armstrong, Gary   Principles of Marketing 18^th Edition (Pearson, 2020).
ISBN-10: 0-13-3795020
ISBN-13: 978-0-13-379502-8

Students can obtain this text book from the following source:
https://www.pearson.com/store/p/principles-of-marketing/P100003050387/9780136713982

All reading and (optional) homework assignments referenced in this syllabus refer to this text
1) In addition, all students are recommended to have access to MyMarketingLab®, by Pearson. This can be accessed here:
https://www.pearson.com/store/p/principles-of-marketing/P100003050387/9780136713982

2) The following study guide will be made available upon enrollment:
Kotler, Philip T., Armstrong, Gary   PowerPoint Presentation for Principles of Marketing 16^th Edition (Pearson, 2016).

Lesson Overview

Lesson 1: Marketing: Creating Customer Value and Engagement
Read Chapter 1
In this lesson the students study marketing and outline the steps in the marketing process. The students are taught about the importance of understanding the marketplace and customers, and identify the five core marketplace concepts. The students identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. The students study customer relationship management, and identify strategies for creating value for customers and capturing value from customers in return. The students are introduced to the major trends and forces that are changing the marketing landscape in this age of relationships.

Lesson 2: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
Read Chapter 2
In this lesson the students are taught about companywide strategic planning and its four steps. The students study how to design business portfolios and develop growth strategies. The students are taught about marketing’s role under strategic planning and how marketing works with its partners to create and deliver customer value. The students are introduced to the elements of a customer-driven marketing strategy and mix, and the forces that influence it. The students list the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing investment.

Lesson 3: Analyzing the Marketing Environment
Read Chapter 3
In this lesson the students are introduced to the environmental forces that affect the company’s ability to serve its customers. The students are taught about how changes in the demographic and economic environments affect marketing decisions. The students identify the major trends in the firm’s natural and technological environments. The students identify the key changes in the political and cultural environments. The students study how companies can react to the marketing environment.

Lesson 4 – Managing Marketing Information to Gain Customer Insights
Read Chapter 4
In this lesson the students are taught about the importance of information in gaining insights about the marketplace and customers. The students define the marketing information system and discuss its parts. The students outline the steps in the marketing research process. The students are taught about how companies analyze and use marketing information. The students study the special issues some marketing researchers face, including public policy and ethics issues.

Lesson 5 – Consumer Markets and Buyer Behavior
Read Chapter 5
In this lesson the students define the consumer market and construct a simple model of consumer buyer behavior. The students name the four major factors that influence consumer buyer behavior. The students list and define the major types of buying decision behavior and stages in the buyer decision process. The students are introduced to the adoption and diffusion process for new products.

Lesson 6 – Business Markets and Business Buyer Behavior
Read Chapter 6
In this lesson the students define the business market and explain how business markets differ from consumer markets. The students identify the major factors that influence business buyer behavior. The students list and define the steps in the business buying decision process. The students compare the institutional and government markets and explain how institutional and government buyers make their buying decisions.

Lesson 7:  Customer-Driven Marketing Strategy: Creating Value for Target Customers
Read Chapter 7
In this lesson the students define the four major steps in designing a customer-driven marketing strategy: market segmentation, market targeting, differentiation, and positioning. The students list and discuss the major bases for segmenting consumer and business markets. The students are taught about how companies identify attractive market segments and choose a market targeting strategy. The students study how companies differentiate and position their products for maximum competitive advantage.

Lesson 8:  Product, Services, and Brands: Building Customer Value
Read Chapter 8
In this lesson the students define product and the major classifications of products and services. The students are introduced to the decisions companies make regarding their individual products and services, product lines, and product mixes. The students identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require. The students study branding strategy—the decisions companies make in building and managing their brands.

Lesson 9:  Developing New Products and Managing the Product Life Cycle
Read Chapter 9
In this lesson the students are taught about how companies find and develop new-product ideas. The students list and define the steps in the new-product development process and the major considerations in managing this process. The students are introduced to the stages of the product life cycle and how marketing strategies change during the product life cycle. The students study two additional product issues: socially responsible product decisions and international product and services marketing.

Lesson 10: Pricing: Understanding and Capturing Customer Value
Read Chapter 10
In this lesson the students define “price” and discuss the importance of pricing in today’s fast changing environment. The students identify the three major pricing strategies and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting prices. The students identify and define the other important external and internal factors affecting a firm’s pricing decisions.

MIDTERM EXAM

Lesson 11: Pricing Strategies: Additional Considerations
Read Chapter 11
In this lesson the students are introduced to the major strategies for pricing imitative and new products. The students are taught about how companies find a set of prices that maximize the profits from the total product mix. The students study how companies adjust their prices to take into account different types of customers and situations. The students study the key issues related to initiating and responding to price changes. The students look at the social and legal issues that affect pricing decisions.

Lesson 12:  Marketing Channels: Delivering Customer Value
Read Chapter 12
In this lesson the students are taught about why companies use marketing channels and discuss the functions these channels perform. The students study how channel members interact and how they organize to perform the work of the channel. The students identify the major channel alternatives open to a company. The students are taught about how companies select, motivate, and evaluate channel members. The students study the nature and importance of marketing logistics and integrated supply chain management.

Lesson 13:  Retailing and Wholesaling
Read Chapter 13
In this lesson the students are taught about the role of retailers in the distribution channel and describe the major types of retailers. The students are introduced to the major retailer marketing decisions. The students study the major trends and developments in retailing. The students are taught about the major types of wholesalers and their marketing

Lesson 14:  Communicating Customer Value: Integrated Marketing Communications
Read Chapter 14
In this lesson the students define the five promotion mix tools for communicating customer value. The students study the changing communications landscape and the need for integrated marketing communications. The students outline the communication process and the steps in developing effective marketing communications. The students are taught about the methods for setting the promotion budget and factors that affect the design of the promotion mix.

Lesson 15:  Advertising and Public Relations
Read Chapter 15
In this lesson the students define the role of advertising in the promotion mix. The students are introduced to the major decisions involved in developing an advertising program. The students define the role of public relations in the promotion mix. The students are taught about how companies use public relations to communicate with their publics.

Lesson 16:  Personal Selling and Sales Promotion
Read Chapter 16
In this lesson the students study the role of a company’s salespeople in creating value for customers and building customer relationships. The students identify and explain the six major sales force management steps. The students study the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing. The students are taught about how sales promotion campaigns are developed and implemented.
Lesson 17:  Direct, Digital, Mobile, and Social Media Marketing
Read Chapter 17
In this lesson the students define direct marketing and discuss its benefits to customers and companies. The students identify and discuss the major forms of direct marketing. The students are taught about how companies have responded to the Internet and other powerful new technologies with online marketing strategies. The students study how companies go about conducting online marketing to profitably deliver more value to customers. The students identify and discuss the traditional direct marketing forms and overview public policy and ethical issues presented by direct marketing.
Lesson 18:  Creating Competitive Advantage
Read Chapter 18
In this lesson the students study the need to understand competitors as well as customers through competitor analysis. The students are taught about the fundamentals of competitive marketing strategies based on creating value for customers. The students illustrate the need for balancing customer and competitor orientations in becoming a truly market-centered organization.
Lesson 19:  The Global Marketplace
Read Chapter 19
In this lesson the students study how the international trade system and economic, political-legal, and cultural environments affect a company’s international marketing decisions. The students are introduced to three key approaches to entering international markets. The students are taught about how companies adapt their marketing strategies and mixes for international markets. The students identify the three major forms of international marketing organization.

Lesson 20:  Sustainable Marketing: Social Responsibility and Ethics
Read Chapter 20
In this lesson the students define sustainable marketing and discuss its importance. The students identify the major social criticisms of marketing. The students define consumerism and environmentalism and explain how they affect marketing strategies. The students are introduced to the principles of sustainable marketing. The students are taught about the role of ethics in marketing.

The student’s final grade will be based on a final examination. Examination questions will cover all topics covered in the readings. Students will have two hours to complete the final examination.  Students will be assigned a number grade from 0-100. A letter grade will also be issued in accordance with the following scale:

90-100 – A
80-89 – B
70-79 – C
0-69 – non passing