SHARDA UNIVERSITY

Classroom Syllabus

ESSENTIALS OF MARKETING

Effective: August, 2009

Prof Michael Barbas (DBA cand, MBA, MA, BA) SUMEET OM SHARMA

REQUIRED RESOURCES Kotler, P., Keller, K.L., Koshy, A., & Jha, M., (2009) Marketing Management: A South Asian Perspective, (13th Edition), Delhi: Pearson Prentice-Hall, Inc.
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Access to a personal computer and Internet is required.USA .Sarras . pdfMachine .is a pdf writer that produces quality PDF files with ease! Get yours now! “Thank you very much! I can use Acrobat Distiller or the Acrobat PDFWriter but I consider your product a lot easier to use and much preferable to Adobe's" A. All written assignments must be wordprocessed.

In cases of suspected violations. Violations of the policy include. and using previously published material without clear citations to identify the source. suspension. 4. including assigning a zero grade for the course. Scholastic Honesty Students are responsible for understanding Sharda Universityís policy on Scholastic Honesty and are required to adhere to its standards in meeting all course requirements. Submitting papers written wholly or partly by someone else.USA Upon the successful completion of this course. please contact your instructor. the new product development process. you will be able to: . 3. a paper may be submitted to an online service that checks the content of the paper against a database of source material. Cheating. COURSE DESCRIPTION This is a study of marketing mix elements. Helping someone else commit an act of scholastic dishonesty. among other practices: 1. and activities. assignments.is a pdf writer that produces quality PDF files with ease! Get yours now! “Thank you very much! I can use Acrobat Distiller or the Acrobat PDFWriter but I consider your product a lot easier to use and much preferable to Adobe's" A. using unauthorized books or notes during a test. Collaborating on assignments without prior permission of the instructor. which can apply a variety of penalties ranging in severity. Submitting substantially the same work for two different courses without prior permission from the instructors. Cases of suspected scholastic dishonesty are referred to the University Scholastic Honesty Board. and dismissal from the University. please see the Sharda University catalog. For information about general Sharda University policies. Common violations are copying from someone elseís test paper. buying behavior and markets. Plagiarizing. customer relationships and strategic planning within a dynamic environment. 2.ESSENTIALS OF MARKETING This document provides an overview of the course foundation elements. This course introduces MBA students to interactive marketing and ecommerce. 5. The submitted paper may be added to a permanent archive. If you have additional questions about the course.Sarras . 6. LEARNING GOALS pdfMachine . schedules.

Utilize environmental scanning to identify opportunities and threats in the marketing environment.is a pdf writer that produces quality PDF files with ease! Get yours now! “Thank you very much! I can use Acrobat Distiller or the Acrobat PDFWriter but I consider your product a lot easier to use and much preferable to Adobe's" A.1. 5. Apply knowledge of consumer behavior to predict individual and family purchases. 4. 2.Sarras . 3. pdfMachine . Evaluate alternative approaches to enter and compete in global markets. Assess marketingís role in discovering and satisfying consumersí needs. Evaluate factors involved in selecting target markets for various products and/or services. wants and behaviors.USA .

Describe how primary and secondary data are used in marketing decisions.6. Interactive marketing and electronic commerce. 8. CORE CONCEPTS To achieve the goals of this course. 9. Integrated marketing communications. 12. Developing customer relationships. 5. 3. 7. 8. Managing products and brands.USA . Consumer behavior. you will need to master the following core concepts: 1. 15. 14. 7. Understand what electronic commerce and interactive marketing are and how they create customer value.Sarras . Marketing ethics and social responsibility. 10. Scanning the environment. Marketing strategies.is a pdf writer that produces quality PDF files with ease! Get yours now! “Thank you very much! I can use Acrobat Distiller or the Acrobat PDFWriter but I consider your product a lot easier to use and much preferable to Adobe's" A. 11. 4. Marketing research. Organizational markets. Develop a marketing plan to solve a marketing problem and/or capitalize on a marketing opportunity. 2. Market segmentation. 10. Analyze factors that contribute to a productís success or failure. 6. Pricing products. New product development. pdfMachine . Apply a marketing strategy for products representing each life-cycle stage. Explain how companies create a presence in the electronic marketplace. 9. Global marketing. Marketing channels. 13. 11.

Sarras .RECOMMENDED SUPPLEMENTARY RESOURCES pdfMachine .is a pdf writer that produces quality PDF files with ease! Get yours now! “Thank you very much! I can use Acrobat Distiller or the Acrobat PDFWriter but I consider your product a lot easier to use and much preferable to Adobe's" A.USA .

M.is a pdf writer that produces quality PDF files with ease! Get yours now! “Thank you very much! I can use Acrobat Distiller or the Acrobat PDFWriter but I consider your product a lot easier to use and much preferable to Adobe's" A. The marketing research guide. J. win. chronologies. G. financials. Stevens. rankings. A. & dominate markets.. State of the art marketing research. D. Percy. E. A. Protecting your company against competitive intelligence. J. P. Consumer behavior and marketing strategy. Market research matters: Tools and techniques for aligning your business. C.. corporate officer biographies. pdfMachine . Marketing research that pays off: Case histories of marketing research leading to success in the marketplace. C. and periodical articles. investment reports. Method marketing: How to make a fortune by getting inside the heads of your customers. M. law. E. & Spaeth. et al. stocks).PRINT RESOURCES Blankenship. P. Standard and Poorís NetAdvantage Company financial data. Hatch. Kotler. R.B.. D. Kotler on marketing : How to create. and industry ratios and averages. mutual funds. L. investment reviews and analyses (bonds. & Olson. Peter.. Breen. Business and Company Resource Center Company profiles. E. & Michman. R. ed. McGonagle. Duboff.Sarras . J.USA . & Dutka. & Vella. R. and information technology periodicals. The Food industry wars: Marketing triumphs and blunders. company histories. Mazze. J. ELECTRONIC RESOURCES Business Databases: ABI/Infor m Abstracts and full text articles from scholarly and popular business. J.

c om/ American Marketing Association http://www.co m/ Hooverís Online http://www.demographics.census.gallup.com Industry News for Advertising Executives pdfMachine .g ov Hooverís Online: The Business Network http://www.USA .Sarras .census.euromonitor.g ov Euromonitor http://www.hoovers.html Census Bureau http://www.com U.co m/ American Demographics Magazine http://www.c om Census Bureau http://www.hoovers.The following Internet resources may be of use to you in this course.is a pdf writer that produces quality PDF files with ease! Get yours now! “Thank you very much! I can use Acrobat Distiller or the Acrobat PDFWriter but I consider your product a lot easier to use and much preferable to Adobe's" A.adage. Trade Balances by Country http://www.marketingpower.gov/foreign-trade/balance/index.S.c om CEO Express http://www.census. Please be aware that Web addresses may change from time to time.ceoexpress. Advertising Magazine http://www.c om The Gallup Organization http://www.

c om Wall Street Journal http://www.technologymarketing.jsp Textbook Website http://www.http://www.co m pdfMachine .is a pdf writer that produces quality PDF files with ease! Get yours now! “Thank you very much! I can use Acrobat Distiller or the Acrobat PDFWriter but I consider your product a lot easier to use and much preferable to Adobe's" A.USA .prideferrell. html Monthly Magazine Devoted to Technology Marketing http://www.wsj.com/mc/ind ex.columbia.com/adweek/inde x.adweek.Sarras .edu/~rk35/it.jsp Information Technology in Marketing http://www.

pdfMachine . it is best to follow a logical approach similar to the following: Step One: Summarizing the Facts. Include what needs to be done. In your case study.is a pdf writer that produces quality PDF files with ease! Get yours now! “Thank you very much! I can use Acrobat Distiller or the Acrobat PDFWriter but I consider your product a lot easier to use and much preferable to Adobe's" A. Be sure to clearly illustrate how you are using marketing concepts to better understand the problem(s). If there are any important presumptions. EXPLANATION OF ASSIGNMENTS AND GRADING CASE STUDY A case study gives you a practical application for the theories that are discussed in the textbook. Select an alternative from the previous step that would best resolve your stated problem(s). Summarize the key facts in the case. Step Four: Alternative Solutions. with whom. Include as a part of the analysis a statement about the relationship of the simulation to concepts under discussion in the textbook or additional readings. Be sure to separate symptoms (which may appear as immediate problems) from the fundamental issue(s) of the case. Present a brief statement of the major problem(s) of the case. List viable solutions to resolve the problem(s).OVERVIEW OF COURSE ACTIVITIES AND GRADING The grade you receive for the course will be derived using Sharda Universityís decimal grading system.USA . Step Five: Recommend Solution. Step Three: Analyze the Cause(s) of the Problem(s) This section should provide a detailed analysis of the cause(s) of the problem(s). based on the following: Assignments Case Study Marketing Plan Midterm Examination Final Examination TOTAL 20% 20% 20% 40% 100% Please see the current Sharda University catalog or consult your instructor for guidance in determining your decimal grade. by whom. Why is this case pertinent? Step Two: State the Problem or Opportunity. Include strengths and weaknesses for each solution. Describe how it should be implemented.Sarras . and in what sequence? Step Six: Justification. be sure to state them.

Sarras . pdfMachine .Provide support for your conclusion(s) utilizing marketing concepts.USA .is a pdf writer that produces quality PDF files with ease! Get yours now! “Thank you very much! I can use Acrobat Distiller or the Acrobat PDFWriter but I consider your product a lot easier to use and much preferable to Adobe's" A.

spelling. evaluation. and punctuation TOTAL 10% 15% 35% 30% 10% 100% EXAMINATIONS You should be prepared to answer a variety of types of questions pertinent to the concepts covered in or suggested by the course materials. Grading Criteria for Marketing Plan Appropriate format Clear objectives Logical development Depth of research Grammar.Sarras . you may create a company to introduce a new product/service or introduce a new or amended product/service for a company that already exists. brand. assignments and activities. they are used as road maps or guidelines to help the firm accomplish specific objectives for the product. and synthesis Demonstrated ability to employ terms and concepts from course Proper organization and logical flow of responses TOTAL 20 % 20 % 20 % 20 % 20 % 100 % pdfMachine . In your Marketing Plan. Second.is a pdf writer that produces quality PDF files with ease! Get yours now! “Thank you very much! I can use Acrobat Distiller or the Acrobat PDFWriter but I consider your product a lot easier to use and much preferable to Adobe's" A. Your instructor may provide you with additional information regarding the content and style of exams in this course. Finally. or service being considered. they provide a financial overview that analyzes the competitive gains that can be realized if the venture is successful. and punctuation TOTAL 15 % 25 % 25 % 25 % 10 % 100 % MARKETING PLAN Marketing Plans have three primary purposes. they provide a systematic methodology to investigate opportunities that will lead to successful marketing ventures. Grading Criteria for Essay Questions on Examinations Clear demonstration of grasp of major issues Valid arguments and appropriate supportive detail Appropriate analysis.Grading Criteria for Case Study Appropriate format Integration of course concepts Completeness of analysis Logically supported conclusions and recommendations Grammar.USA . spelling. Your instructor will stipulate a page limit and the number and types of sources you will be required to consult. First.

RECOMMENDED COURSE SCHEDULE WEEK 1 TOPICS AND ASSIGNMENTS Defining Marketing for the 21 Century st READINGS Chapter 1 2 Developing Marketing Strategies and Plans Gathering Information and Scanning the Environment Case for analysis identified by instructor Chapter 2 Chapter 3 3 Analyzing Consumer Markets Analyzing Business Markets Chapter 6 Chapter 7 4 Conducting Marketing Research and Forecasting Demand Chapter 4 5 Identifying Market Segments and Targets Dealing with Competition Midterm Examination Setting Product Strategy Creating Brand Equity Chapter 8 Chapter 9 6 Chapter 12 Chapter 13 7 Crafting the Brand Positioning Developing and Managing Services Developing Pricing Strategies and Programs Chapter 11 Chapter 13 Chapter 14 8 9 Designing and Managing Integrated Marketing Channels Managing Retailing. Wholesaling and Logistics Designing and Managing Integrated Marketing Communications Chapter 15 Chapter 16 Chapter 17 1 0 Managing Mass Communications: Advertising.Sarras .USA . Sales Promotions and PR Managing Personal Communications: Direct Marketing and Personal Selling Final Examination Chapter 18 Chapter 19 pdfMachine .is a pdf writer that produces quality PDF files with ease! Get yours now! “Thank you very much! I can use Acrobat Distiller or the Acrobat PDFWriter but I consider your product a lot easier to use and much preferable to Adobe's" A.

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