GBA 608 Marketing Concepts

Prerequisite: Mkt 211

 

Instructor: Dr. Fahri Karakaya
Office: Group II, Room 209B
E-Mail: f1karakaya@Umassd.edu
Room: Group II, Room 226
Phone: 8745
Office Hours: T-Th 3:00-4:00 P.M. and by appointment

COURSE OBJECTIVE: To provide a solid foundation of the marketing principles. Will explore the entire marketing field including strategy planning for products, packaging, distribution, promotion including advertising, and pricing as well as evaluating marketing strategies from the viewpoint of a business executive.

COURSE MATERIALS:Text: Basic Marketing, 13th. Edition; William D. Perrault and Jerome McCarty, McGraw Hill Irwin, Inc., Boston, MA , 1999.Learning Aid (for use with Basic Marketing) William D. Perrault and Jerome McCarty, McGraw Hill Irwin, Inc., Boston, MA , 1999.

GRADING SYSTEM: Percentages

TOPICS COVERED:1. Marketing’s Role in the Global Economy2. Marketing’s Role Within Firm or Nonprofit Organization3. Finding Target Market Opportunities with Market Segmentation4. Evaluating Opportunities in the Changing Marketing Environment5. Getting Information for Marketing decisions6. Demographic Dimensions of Global Consumer Market7. Behavioral Dimensions of the Consumer Market8. Business and Organizational Customers and Their Buying behavior9. Elements of product Planning10. Product Management and New Product development11. Place and Development of Channel System12. Retailing13. Promotion – Introduction14. Personal selling15. Advertising16. Pricing Objectives17. Price Setting in the Real World

IMPORTANT NOTES:Students must attend classes regularly . Students must read the assigned materials (e.g. chapters in the text) and be ready to answer questions upon arriving class!Late assignments will not be accepted!No make-up exams will be given!

PROJECT: Create a new product of your choice (conceptually speaking) and develop a a marketing strategy for it. You need to justify why you’ve selected the product and obtain approval from the instructor. Please select a product as realistic as possible, but do not be shy!! Many products that we have today were unrealistic a few decades ago (e.g. cellular phones, and many electronic gadgets). A three to six pages typed (double spaced) marketing strategy report must be turned in and an advertising campaign including actual an advertisement(s) (e.g. Television, Radio, Newspaper or Magazine advertisement or a combination) must be developed. The projects are to be formally presented to the class on the due date. Best way to do the project is by relating the chapters to your imaginary product(s). How can you use the concepts discussed in each chapter to your product. Most of the chapters will guide you to develop a good strategy. Note that you do not have to conduct an actual marketing research study (i.e. primary data gathering), but you are required to utilize the library to research your industry so that you can estimate your potential success.

TENTATIVE SCHEDULE

Note: In addition to the above, there will be current events in marketing assignments
for each class session. Further information will be provided in class on this.