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Instructor: Cecilia Alvarez Office: RB 305A Office Hours: by appointment
Phone: 305-348-2571 Fax: 305-348-3792 E-mail: firstname.lastname@example.org
The most common definition of marketing is provided by the American Marketing Association: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” In other words, marketing is the function of an organization which manages the interface with the organization’s customers. Marketing includes advertising, distribution, and selling. However, marketing is also much more. Marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, and anthropology. In today’s complex competitive environment firms succeed by delivering customer value and satisfaction for a profit. Marketing is about creating exchanges between the customer and the business which allow both to reach their objectives. Therefore, these exchanges should generate customer value while being profitable at the same time. For most of you, this is your first marketing course. Therefore, the main objectives are to cover the marketing fundamental concepts and models, and present a comprehensive view of the impact that marketing strategies have on a business’ performance and profitability.
1. Indentify the fundamental concepts and models of marketing. 2. Understand the impact that marketing strategies have on marketing performance and business profitability. 3. Assemble the tools needed to build a marketing strategy with product positioning, pricing, marketing channels, and marketing communications.
Dogfight over Europe: Ryanair. students acquire their initial exposure to the content through readings and are held accountable for . S. choose and defend resolutions for situations. Barak Libai (2007). Harvard Business Publishing. Wendy Stahl (2007). Quelch. Heather Beckham (2009). Recognize and analyze ethical problems. Chekitan. Reliance Baking Soda: Optimizing Promotional Spending. 2. eText ISBN-10: 0-13-233657-X Cases: 1. Dan Ariely. Product number: 2078-PDF-ENG 7. 3. Evaluate (Assess) the financial position of organizations' using financial statements and budgets. Make strategic decisions that meet expectations and requirements of an organization’s diverse stakeholders. gfgfgf TEXTBOOK AND CASES Text: Best. Fashion Channel: Market Segmentation. Develop leadership by using team building and collaborative behaviors to accomplish group tasks. Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and Lifetime Value. Heide Abelli (2007). Jan W. Prentice Hall. in local and global environments. Mountain Man Brewing Co. Customers' Revenge. Product number: 4127-PDF-ENG fgfgfgf TEACHING METHODOLOGY This class will be taught using the Team Based Learning (TBL) methodology. ISBN: 9780132336536. Neeraj Bharadwaj. Natureview Farm. Nate Bennett. Gordon (2007). Critically analyze complex business issues and develop/assess sound strategies. Roger J. John B. Product number: 2069-PDF-ENG 6. fifth edition. (2009). Product number: 2087-PDF-ENG 2. In the TBL process. Market-Based Management: Strategies for Growing Customer Value and Profitability. This methodology shifts the focus of classroom time from conveying course concepts by the instructor to application of course concepts by student groups. Product number: R0712A-PDF-ENG 3. Nancy Fein. Product number: 2073-PDF-ENG 8. Harvard Business Publishing. Develop students’ interpersonal and team interaction skills fgfgfgf MAJOR & CURRICULUM OBJECTIVES TARGETED 1. Tom Farmer. 4. Product number: 700115-PDFENG 5. Atlantic Computer: A Bundle of Pricing Options. Product number: 2075-PDF-ENG 4. Chris Martin. Dev and Laure Mougeot Stroock (2007). Rivkin (2000).: Bringing the Brand to Light.4. 5. Karen Martinsen Fleming (2007). John A.
each team will use the collective foundational knowledge acquired in the first two phases. Contact me via Blackboard e-mail to set up an appointment. students will join their teams and their knowledge will be re-evaluated.their preparation using a Readiness Assessment Process (RAP). create explanations. Following the individual RAP. Reading material will not be reviewed in class on a routine basis although specific topics may be covered. My policy is to return your email within 24 hours. prepare arguments. Fgfgfgf GRADING Course Requirements Individual Assessments: • RATs (4 x 100) Team Assessments: • RATs (4 x 50) • Cases (8 x 40) Peer Evaluation Total Weight s 400 520 80 1000 Letter Grade A AB+ B Range 950 and above 900-949 860-899 830-859 Letter Grade BC+ C F Range 800-829 750-799 700-749 <700 fgfgf . Last. gfgfgf COURSE PREREQUISITES There are no course prerequisites fgfgfgf COMMUNICATING WITH THE INSTRUCTOR I am available to personally meet with you on campus by appointment only. and make predictions during in-class team activities. to solve case problems.
the team has the opportunity to submit an appeal. supporting arguments and a description of the consequences of your recommendation. Absolutely no make-up quiz is allowed regardless of the excuse. The individual RAT quizzes will be administered over Blackboard in a multiple-choice and true/false format. Avoid summarizing the case. Instructors will review the appeals outside class time and report the outcome of the team appeal at the next class meeting. The quizzes will open Saturday night after class and will close next Monday at midnight. In the case of an excused absence. Each student will score their each team member according to different criteria and assign them a score in between 0 and 20 points. Team Readiness Assessment Tests: At the beginning of the Saturday session students will meet with their team to complete a team RAT that will include some of the items included in the individual RAT. The memo should include your recommendations. The team will produce a one page memo and an appendix with financial analysis (if needed). which is defined as a death in the immediate family or a major medical emergency. Once the team test has been completed. and reinforce team building behaviors and collaborative learning. Each team will have the opportunity of supporting their position after each team simultaneously reports on the case. 4 RATs will be given. The quizzes are open book and notes. group member will evaluate the participation of the other members of their group following the Peer Evaluation Form. Only in the case of an excused absence will I allow a quiz retake. The only exception is an excused absence. The purpose of each RAT is to assess your knowledge of the assigned textbook chapters. The evaluation should be based on their contribution to the group learning and the performance of the group. Embrace it and relish it. we will assume that all of us are acquainted with it. The average of all the scores provided by your team members will be your . fgfgfgf PEER EVALUATION At the end each week. just remember to be professional at all times. Confrontational tension between minds creates new ideas and fosters learning.READINESS ASSESMENT TESTS (RATs) Individual Readiness Assessment Tests: To keep you up-to-date with the reading assignments. you must submit written proof immediately following the circumstance. fgfgfgf CASES The group cases seek to provide students with an activity that allows them to apply the concepts covered in the class to specific situations. The purpose of the appeal process is to allow your team to identify questions where you disagree with the question keying or wording or the information in the readings.
(Section 2. Students are expected to be pace their learning according to the posted course assignments.44) NOTE: Intensive Auditing of the course will be conducted to prevent academic misconduct. Fgfgfgf RULES.peer evaluation score for that week. and an enthusiastic attitude towards inquiry. Therefore. preventing readmission to the institution. and the educational mission of the University. and ACADEMIC MISCONDUCT Assignments from the text and other resources are listed below for each class session. positive interactive learning with others. . Additionally the following two documents should be used by every student in business classes that require individual or group written assignments: • • Certification of Authorship Assignment Cover Page (Individual) Certification of Authorship Assignment Cover Page (Groups) For details on the policy and procedure go to ACADEMIC MISCONDUCT. As a student in the College of Business taking this class: • • • • I will not represent someone else’s work as my own I will not cheat. nor will I aid in another’s cheating I will be honest in my academic endeavors I understand that if I am found responsible for academic misconduct. Statement of Understanding between Professor and Student Every student must respect the right of all to have an equitable opportunity to learn and honestly demonstrate the quality of their learning. I will be subject to the academic misconduct procedures and sanctions as outlined in the Student Handbook Failure to adhere to the guidelines stated above may result in one of the following: Expulsion: Permanent separation of the student from the University. demonstrating respect for themselves. Student engagement is a necessary condition for an effective learning experience. and that each student will work in partnership with the professor to create a positive learning experience for all. and students are expected to share the responsibility of teaching each other. Everyone is expected to be a positive contributor to the class learning community. It is expected that interactive learning and teaching will enrich the learning experience of all students. Suspension: Temporary separation of the student from the University for a specific period of time. all students must adhere to a standard of academic conduct. This sanction shall be recorded on the student's transcript. POLICIES. and includes contributions to debate and discussion (if any). their fellow students.
Each week folder in your Blackboard course site (home page) contains detailed information of activity. 101 .com/watch?v=5VJT3D_RzJo&NR=1 Chapters 1.204) • Malcolm Gladwell on spaghetti sauce http://www.youtube. 5 -100) • Philip Kotler's Views On Marketing Strategy: http://www.com/watch? v=0BZgecfVPqg&feature=related • Seth Godin "All marketers are liars" http://www.html • Marketing Segmentation and Targeting (Best Buy) http://www.2 & 3 • Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and Lifetime Value.youtube. teaching. or grading. 2 and 3 (p. Roger (2009) Market-Based Management Chapters 1. good faith effort. 5 and 6 (p.youtube.youtube. Roger (2009) Market-Based Management Chapters 4. If you have any questions or concerns about the course content. please do not hesitate to discuss them with me.com/watch? Youtube videos: Week 1 Individual RAT Team Cases: Week 2 Readings: Youtube videos: . you will be successful both in mastering the material and attaining a good grade. • Customers' Revenge Customer Value Creation. Managing Customer Loyalty and Measuring Market Performance Best.Fgfgfgf EXPECTATION OF THIS COURSE Marketing Management in the Global Environment is a relatively rigorous course that demands a real. Week 1 Readings: Customer Focus.com/watch?v=4aICIVOl3JU • Digital Life Segmentation http://www. Market Segmentation and Segmentation Strategies Best. much of it technical or quantitative in nature. If you regularly attend class and keep up with the readings. and more. Your suggestions for improvement will contribute to a better class both now and for future classes.com/talks/malcolm_gladwell_on_spaghetti_sa uce.ted. We will cover considerable material. I look forward to work with each of you! Fgfgfgf COURSE CALENDAR Below is a summary of the topics and corresponding readings for each week.
Week 2 Individual RAT Team Cases: Week 3 Readings: v=oVUerscd7oY&feature=related • Michael Porter’s Five Competitive Forces http://www.youtube.: Bringing the Brand to Light • Atlantic Computer: A Bundle of Pricing Options Marketing Channels and Communications Best. 209 -278) • Branding http://www. 280 -333) • Internet Marketing http://www. Roger (2009) Market-Based Management Chapters 7 and 8 (p.com/user/noelcapon#p/f/20/Rded5cSzA mM • Seth Godin: Sliced bread and other marketing delights http://www.youtube.youtube.youtube.Enterprise Technology Center (RB 107) Tel: (305) 348-6259 | Fax: (305) 348-6882 | Email: email@example.com Copyright © 2006 FIU College of Business .com/user/noelcapon#p/f/12/gZ8TpU9etq o • Segmenting Pricing http://www. College of Business Administration .com/watch?v=xBIVlM435Zg Chapters 9 & 10 • Natureview Farm • Reliance Baking Soda: Optimizing Promotional Spending Youtube videos: Week 3 Individual RAT Team Cases: Week 4 Readings: Youtube videos: Week 4 Individual RAT Team Cases: fgfgfgf ADDITIONAL INFORMATION There is no additional information at this time.com/user/noelcapon#p/f/26/ZmM_hGQnK 8s Chapters 7 & 8 • Mountain Man Brewing Co.com/watch?v=mYF2_FBCvXw Chapters 4.youtube. Roger (2009) Market-Based Management Chapters 9 and 10 (p.5 & 6 • Fashion Channel: Market Segmentation • Dogfight over Europe: Ryanair Product Positioning. Branding and Value Based Pricing Best.
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