MKT 5360-003

Marketing Concepts and Strategies

Fall, 2009

Dr. Roy Howell

BA 813

742-1543

roy.howell@ttu.edu

Monday, 5:40 – 8:20, BA 07

Office Hours: 5:00 – 5:30 Monday

Course Description:

This course examines marketing functions, the institutions that perform them, and the study of marketing planning, strategy, and tactics. This includes the organization, execution, and control of the marketing effort.

PURPOSE OF THIS COURSE

The focus of this course is on marketing concepts and strategies. Its objective is to provide the student with an understanding of the role of marketing within the business firm. The course centers on marketing decision-making within the firm and the task of adapting creatively and ethically to a changing environment, especially the global environment, in order to achieve the firm’s objectives. Developing the student’s decision-making and analytical ability will be a major thrust of the course.

Upon completion of this class, students should be able to understand, interpret, and appropriately use marketing concepts, theories, and models, including the following:

• Developing strategic marketing plans
• Understanding the nature of competition
• Understanding the role of marketing in organizations
• The concept of strategy in marketing
• Foundations of strategic market planning
• Analyzing marketing opportunities
• Customer analysis
• Competitor analysis (their resources)
• Market analysis
• Environmental analysis
• Self-analysis (our resources)
• Determining marketing tasks, tools, and variables
• Communications: personal and mass
• Price practices and policies
• Channels of distribution
• Product policy


• Developing marketing strategies
• Strategic assessment of offerings
• Sustainable growth
• Obtaining a sustainable competitive advantage
• Effectiveness strategies
• Efficiency strategies
• Strategies for growth, mature, and declining markets
• Strategies in a global environment
• Evaluating, valuing, and implementing strategies
• Marketing planning, organizing, and budgeting
• Marketing implementation
• Marketing performance assessment

Text: Kotler & Keller, A Framework for Marketing Management, 4^th ed., Pearson-Prentice Hall (2009, ISBN 978-0-13-602660-0).

Evaluation and Grading:

Exam I 100

Exam II 100

Final exam 100

300 points

90%+ = A; 80-89%=B; 70-79%=C, etc.

In class participation will be evaluated and may be taken into account in “close” cases for the assignment of the final grade.

Class schedule and other information posted as a link at

http://rhowell.ba.ttu.edu/

Course Outline

Date Topic Assignment

Aug. 31 What is marketing? Ch. 1

Sept. 14 Marketing Strategy Ch. 2

21 Research Ch. 3

28 Customer Value/ROQ Ch. 4

Consumer Behavior I Ch. 5

Oct. 5 Consumer Behavior II Ch. 5

Business Markets Ch. 6

Oct. 19 Exam I, Chapters 1-6 (Blue Book Required)

26 Market Segmentation Ch. 7

Positioning Ch. 9

Nov. 2 Defender/NBVT Ch. 9

Brand Equity Ch. 8

9 Product Strategy Ch. 10

Services Ch. 11

16 Exam II, Chapters 7-11 (Blue Book Required)

23 Pricing Strategy Ch. 12

Channels Ch. 13

30 Retailing & Logistics Ch. 14

Marketing Communications Ch. 15

Dec. 7 Advertising Ch. 16

Direct Marketing Ch. 17

14 (Monday) Final Exam, 7:30 – 9:00. Chapters 12-17