Syllabus

MKT/571
Marketing

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Course Syllabus

Course Title: MKT/571 - Marketing

Course Schedule: 2/28/2011 to 4/04/2011

Course Houston Westside Campus, Mondays, 6:00 p.m. to 10:00 p.m.,

Location/Times/Newsgroup: WS09-V2111

Instructor’s Name: Steve Knabe

Telephone: 713 595 5127 (work) and 713 553 1351 (mobile)

University of Phoenix E-mail

Address: SKNABE@EMAIL.PHOENIX.EDU

Alternative E-mail Address: Steve_knabe@hotmail.com

The best way to reach me live is on my work phone during normal
business hours from 8 am to 5 pm. If I can’t answer, please try my
Availability: mobile. If I still don’t pick up, please leave a voicemail.

Welcome!
Welcome to MKT/571! I look forward to working with you over the next few weeks as we explore
the world of marketing in theory and practice. Only use this syllabus for course assignments.
Please let me know if you have any questions after reading this syllabus.

Instructor Bio
Steve Knabe holds an MBA from Harvard and a B.S. in Petroleum Engineering from Stanford. He
has held marketing, business development and management positions in the energy and
manufacturing sectors locally and internationally.

How points and percentages equate to grades*

95 + A 74- C
76
90-94 A- 70- C-
73
87-89 B+ 67- D+
69
84-86 B 64- D
66
80-83 B- 60- D-
63
77-79 C+ - 59 F
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University of Phoenix Standard Policies and Procedures

Please see the Policy link on your rEsource page for the standard policies and procedures for the
University.

Course Changes
Please note that the instructor’s assignments may vary from the original syllabus you received
from the student web page. Assignments in this document take priority. While the reading
assignments and learning objectives remain the same, some of the assignments in this syllabus
have been customized for this particular section. Your instructor will point out the changes.

Course Standards
The University of Phoenix’s Adult Teaching and Learning Model is based on the assumption that,
in preparation for every course, students will satisfy all prerequisites. During the course itself,
students will achieve certain learning outcomes. All performance assessment depends upon the
accomplishment of these outcomes. Students are graded on achievement, rather than effort. It is
the responsibility of the student to come to class prepared for each workshop.
Assignments are not accepted via e-mail. All assignments are to be posted in the
OLS/Modality using the ASSIGNMENTS tab.

Note: The University of Phoenix Assignment System will automatically mark all
assignments as LATE after 6:00 PM on the day of class.

Student Behavior Standards

All students are expected to conduct themselves as mature adults and members of an academic
community as defined in the University’s Code of Student Responsibility.
Note: Please put all pagers and cell phones on vibrate.

Note: These items are allowed in class:

1. Laptops for class assignment use only
2. Blackberry/Treo/IPhone/etc.

Late Arrival / Early Departure

Breaks: Each class will be given a “break” period. Students are expected to return from the break
on-time. If you return from the break more than five minutes after the allowed break time, you will
be penalized half a point.
Late arrival and early departure: Students are expected to be punctual. Late arrival or partial
presence will be recorded and may result in a reduction of class participation points as follows:

Entering class after 6:05 PM 1 point from participation

Leaving class before 8:30 PM 2 points from participation
Leaving class before 9:55 PM 1 point from participation

Online Learning System Forums

We will have a set of Online Learning System forums available to us during this class. To access
the forums, click on the Go to class link on your student website.

These web-based forums provide you with:

• a common area solely for our class group (Main forum) where you can post questions
between our on-campus workshop meetings
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• a Chat Room forum which you can use for non-class interactions with classmates (be sure
to honor the Student Code of Conduct in this, and every, forum!)
• electronic access to the course syllabus and grading rubrics which will be used in this class
(see the syllabus in the Course Materials forum). Lectures, PowerPoint presentations, or
other materials may be posted in this forum after it is covered in the classroom. For access to
materials prior to the class, see my faculty webpage.
• electronic venues for Learning Team meetings and team paper drafts to use as each team
deems best (I will assign a specific Learning Team forum for each team’s use during our
first on-campus workshop meeting)
• a personalized electronic drop-box – Individual Forum - for returned assignments. Each
student will be unable to access any individual forum except the one created for him or
her individually.
• Assignments are not accepted via e-mail. Please ensure that all assignments are submitted
via the ASSIGNMENTS tab in OLS by the due date indicated in this document. NOTE:
Assignments are only accepted via e-mail when the OLS forums are unavailable.

There are no online attendance or participation requirements during this course. All attendance
and participation activity will occur only during our on-campus workshop meetings.

If you have any questions about the class forums, please let me know during our on-campus
class time or by posting your question(s) in the Main forum.

Student Effectiveness

In order for students to be successful there must be a commitment to effective processes. The
classroom environment is a cooperative experience that requires the student to be responsible for
several matters, some of which are listed below:

1. A working University of Phoenix email address

2. The reading of materials intended for and provided for this course

3. Making sure of the attachment of documents placed in their individual forums, meant for
meeting homework assignment goals

4. The checking of their individual forums for messages from the faculty member on a
regular, at least once a week, basis
5. Students should be mindful that the OLS forums are representative of an academic
community. Therefore, professionalism and respectful behavior is required by all students
for the facilitator and co-learners during any online chat, team discussion, or individual
forum.
6. The student is responsible for the above conditions.

Writing Standards
The American Psychological Association (APA) 6th Edition Publication Manual, will serve
as the primary reference materials for all students and faculty and will be required across all
programs and colleges. All papers must be submitted in APA format as per UOP guidelines. The
mechanics of student papers and work will be evaluated, as well as the content. It is imperative
that guidelines be reviewed before an assignment is begun. It is also important that the required
submission format be followed in compiling the final paper or assignment.

Late Assignments
Assignments must be posted in OLS by 6 p.m. Houston time on class days and late papers
will not be accepted.
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Please Note: Facilitator will not request or remind students of missing or late assignments.

Feedback on Assignments
The faculty will return the student assignments by the next class with specific and objective
feedback to facilitate student learning. Feedback will be posted in the Individual forums for
both individual and team assignments. If there are concerns about the work or grade, the student
may be contacted by the instructor, either by email or telephone, to resolve the concern. In
addition, the student may contact the faculty to discuss concerns or schedule a conference.

Withdrawals
University policy does not permit the instructor to issue course grades other than a "W" to
students with more than one class absence.

Learning Teams
Learning teams are an essential part of the academic experience of UOP students. In addition to
providing a supplemental learning environment for mastery of course content, learning teams
provide students an opportunity to develop and refine teamwork skills. Learning Teams may meet
face-to-face, virtually, or telephonically. During the first learning team meeting, the team members
should collaborate in completing the Learning Team Charter. This exercise will help the team plan
for effective achievement of team tasks, establish ground rules, and minimize conflict in the team
process. Team members will sign the charter, indicating that they contributed in the preparation of
the form. Each team member should receive a copy and a copy should be submitted to the
instructor at the second course class/workshop.
Note: If a person/people on your team did/does not participate in a “team assignment”, that lack
of participation must be note on the team log and each team member must sign the log.
Note: Please treat the Team Charter as a contract. It should specify all of the agreed upon
ground rules, guidelines and consequences for the various “team” assignments.

Non-Participation in Team

If it comes to my attention that someone has not carried his or her share of the load in the group
project, I reserve the right to grade each student individually on that project. i.e., Learning team
members will be graded individually for every team assignment based on that team member's
contribution. Team evaluations will play a key role in the grading process.

Learning Team Standards

The Learning Team Log is used to document objectives, resources and activities, accomplished
tasks, and hours. The team should develop an effective team charter. Members should effectively
manage conflict within the group and resolve problems, share workload equally, build consensus,
and effectively share in decision making. Products of the team process (i.e., oral presentations,
papers) are cohesive and should present the image of a single product rather than a collection of
individual products. Tasks should be completed on time and meet established requirements.

Grading for Team Assignments

Everyone in the Learning Team generally receives the same grade for the team project.
Sometimes, however, when it becomes apparent to me, either through other Learning Team
members or through my own observations, that a Learning Team member is an uneven or non-
contributor, I reserve the right to grade that team member individually, as it is not right for a
non-participating member to receive the same grade as a student who has done all of his or her
required work.

Course Description
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This course prepares students to apply marketing concepts to create and sustain customer value.
Students learn to solve marketing problems in a collaborative environment. Topics include market
research, customer relationships, branding, market segmentation, product development, pricing,
channels, communications, and public relations.

Course Topics & Objectives

Week One: Understanding Marketing Management

• Identify fundamental marketing concepts, trends, and tasks.

• Identify components of an effective marketing plan.
• Apply the market research process in developing a business solution.

Week Two: Buyer Behavior

• Analyze how organizations build strong customer relationships and customer value
through marketing.
• Explain the factors that influence consumer purchasing decisions.
• Analyze how markets are segmented to form target markets.
• Explain the important decisions involved in developing branding strategies.

Week Three: Product Development and Pricing Strategies

• Apply a product development decision process to a new product or service launch.

• Describe marketing strategies that increase service quality.
• Evaluate pricing strategies and programs for setting and adapting the price of a new
product or service.

Week Four: Channel Strategies and Foreign Markets

• Evaluate marketing channel strategies for a new product or service.

• Evaluate strategies for entering foreign markets with a new product or service.

Week Five: Communicating Value

• Evaluate factors involved in developing and managing an effective marketing

communications plan for a new product or service.
• Evaluate advertising and promotion programs for a new product or service.
• Evaluate technology trends in marketing.

Week Six: Public Relations and Ethics in Marketing

• Analyze the role of ethics and social responsibility in marketing.

• Evaluate public relations strategies for a new product or service.
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Course Materials

Kotler, P., & Keller, K. L. (2007). A framework for marketing management (3rd ed.). New Jersey:
Pearson Prentice Hall.

Kotler, P., & Keller, K. L. (2006). Marketing management (12th ed.). New Jersey: Pearson
Prentice Hall.

Newsom, D., Turk, J. V., & Kruckeberg, D. (2004). This is PR: The realities of public relations (8th
ed.). Belmont, CA: Thomson-Wadsworth.

All electronic materials are available on your student website.

Weekly Point Values

Week One
Individual Assignment: Classic Airlines and Marketing 5
Week Two
Learning Team Assignment: Product Offering 5
Week Three
Individual Assignment: Classic Airlines Marketing Solution 15
Week Four
Learning Team Assignment: Channel and Pricing Strategies 10
Week Five
Learning Team Assignment: Communication Plan 10
Week Six
Individual Assignment: Final Examination 15
Learning Team Assignment: Product Launch Plan 20
All Weeks
Participation & Discussion Questions 20
Assignment Totals
Individual 55
Learning Team 45
Point Total 100
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Week One

Understanding Marketing Management

• Identify fundamental marketing concepts, trends, and tasks.

• Identify components of an effective marketing plan.
• Apply the market research process in developing a business solution.

Course Assignments

1. Readings

• Read objectives and welcome.

• Read Ch. 1 and 2 of Marketing Management.
• Read Ch. 3 of A Framework for Marketing Management.
• Read the Classic Airlines Scenario.

2. Individual Assignment: Classic Airlines and Marketing

• Consider what product or service Classic Airlines is marketing, the marketing

challenges it faces, and its current corporate culture.

• Write a 350- to 700-word paper explaining some of the marketing concepts

found in this week’s readings, and how they can be related to the context of the
scenario. Include citations and references where appropriate.

• Format your paper consistent with APA guidelines.

3. Learning Team Instructions

• Begin working on your Product Offering assignment due in Week Two.

4. Discussion Questions

• How is marketing management both an art and a science? What marketing

challenges and opportunities do businesses face today?
• Why are the production concept, product concept, and selling concept of limited
use for conducting business operations today?
• What are the key components of an effective marketing plan? Why is the
marketing plan one of the most important elements of the marketing process?
• Why are marketing information systems necessary? How are both internal and
records and marketing intelligence systems of value?
• What are some trends or megatrends that you have personally recognized in the
macroenvironment? Which of these trends or megatrends do you think marketers
should target? Why?
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Week Two

Buyer Behavior

• Analyze how organizations build strong customer relationships and customer value
through marketing.
• Explain the factors that influence consumer purchasing decisions.
• Analyze how markets are segmented to form target markets.
• Explain the important decisions involved in developing branding strategies.

Course Assignments

1. Readings

• Read Ch. 4 to 9 of A Framework for Marketing Management.

2. Learning Team Assignment: Product Offering

• Perform a product launch as a team (see pp. 61-67 (Ch. 2) of Marketing

Management for a sample plan). You will complete parts of the assignment in the
coming weeks; the full launch of the product will be completed in Week Six. Once you
have received your instructor’s approval for the product identified in this week’s
assignment, continue to work on the product launch plan based on the outline given
in Week Six. You should not wait until the final week to finish the full assignment. For
this week’s assignment, you can keep your research brief. For the Week Six
assignment, however, detailed research is expected.

• Select a home country other than the United States, and choose an organization
for which one of your team members works or which the team is familiar with.

• Write a 700- to 1,050-word paper explaining the following:

o Market needs and justification for your choice of product

o Market growth
o A brief SWOT Analysis
o Competition
o Product offering/product definition and product identification.

• Format your paper consistent with APA guidelines.

3. Discussion Questions

• Which do you think is preferable: a company that conducts its own marketing
research or one that hires an outside company to conduct research for it? Why?

• Why is total customer service so important? What happens if a product or service

does not actually meet its perceived performance or customer expectations? How
can relationship marketing benefit a company?

• What are some ways your consumer behavior has been affected by your culture,
subculture, or personal factors? Have marketers been successful in targeting your
personal demographic? Why or why not?
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• What are some of the differences between business and consumer markets?
Why do some customers prefer more of a transactional relationship with business
marketers?

• What are some brands that you believe have high brand equity? What are some
of the elements of these recognizable brands? Do you think it is crucial to manage
brand equity? If so, why? Name a recent brand crisis with which you are familiar. Do
you feel this crisis was managed well? Why or why not?

• What are some factors that influence consumer purchasing decisions? Which do
you believe are most important? What are some ways markets can be segmented?
How do firms decide which market segments to target?
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Week Three

Product Development and Pricing Strategies

• Apply a product development decision process to a new product or service launch.

• Describe marketing strategies that increase service quality.
• Evaluate pricing strategies and programs for setting and adapting the price of a new
product or service.

Course Assignments

4. Readings

• Read Ch. 10 to 12 of A Framework for Marketing Management.

5. Individual Assignment: Classic Airlines Marketing Solution

• Use the problem-solving model shown in Figure 2.7 of Marketing Management

to solve Classic Airline’s marketing problems located on your student web page. You
must define the marketing problems and apply a robust problem-solving process.
Since we have limited market and financial information for the Classic scenario, do
not write about Internal Environment or Feedback and Control in your papers.

• Consider the market pressures contributing to Classic Airline’s current crisis, the
objectives of the marketing department, and potential marketing strategies that can
resolve this crisis.

• Write a 1,400+ word paper applying your problem-solving process to Classic

Airlines, and provide justification for your marketing solution.

• Format your paper consistent with APA guidelines.

6. Learning Team Instructions

• Begin working on Channel and Pricing Strategies assignment due in Week Four.

7. Discussion Questions

• What should a company consider when attempting to develop a new product?

Can you think of some new products that have failed? What do you think were the
causes of this failure? How would you have handled the product launch differently?

• What is the best way a company can build and manage its product mix and
product lines?

• Explain the main stages of developing and managing new products. Which stage
do you think is most important? Why?

• Why do services pose unique challenges to marketers? How important are

customer expectations in regard to managing and maintaining service quality? How
important a role does employee or staff satisfaction play in the management of
service quality?
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• What factors should be considered in price setting? Which of these factors is

most important? Why? Why is adapting the price of a product important?
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Week Four

Channel Strategies and Foreign Markets

• Evaluate marketing channel strategies for a new product or service.

• Evaluate strategies for entering foreign markets with a new product or service.

Course Assignments

8. Readings

• Read Ch. 13 and 14 of A Framework for Marketing Management.

• Read Ch. 21 of Marketing Management

9. Learning Team Instructions

• Begin working on your Communications Plan assignment due in Week Five.

10. Learning Team Assignment: Channel and Pricing Strategies

• Select a second country as the international market for your product. Your home
country was selected in Week Two.
• Develop channel and pricing strategies for your product launch, and include both
your domestic and international markets.
• Write a 1,050+ word paper completing the following:

o Justify your choice of international market. The justification should employ

specific data from research conducted.

 What is the sustainability of the market?

 What are the factors that influence your selected market?

• Trends
• Size of market
• Growth rate
• Profitability

o Select an appropriate channel strategy for both your domestic and international
markets, and justify your selection.
o Include pricing strategies for entering both the domestic and international
markets.
o Evaluate the implications of changing environmental factors on organizational
choices for your domestic and international markets. Address the following
factors where relevant:

 Government, political, or governing bodies

• Who are the major legal entities?

• How might they influence organizational choices?
• What are the risk factors?

 Economic
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• What is the role of interest rates, exchange rates, and monetary

or fiscal policies?
• How might the organization use these factors to avoid risk?

 Innovation and technology

• What are the key innovations and technologies available to the

organization?
• How might changing technologies be used to the organization’s
advantage?

 Social and demographic

• How might cultural diversity be used to add value to the

organization?
• What skills might organizations need to implement the strategy?
• What are the costs involved in acquiring those skills?

• Format your paper consistent with APA guidelines.

11. Discussion Questions

• Why are marketing channels and intermediaries necessary? What is the most
important function carried out by intermediaries? Why? Why do channel
arrangements sometimes must be modified over time?

• What are some types and sources of channel conflict? What are some of the
ethical considerations in channel relations?

• Why is logistical efficiency important in marketing? How important is technology’s

role in market logistics? What are some examples of technology improving market
logistics?

• What are some factors companies must consider before attempting to enter
foreign markets? Assuming you were setting up a market program for a product in a
foreign country, what should you consider? How can international marketing benefit
domestic countries?
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Week Five

Communicating Value

• Evaluate factors involved in developing and managing an effective marketing

communications plan for a new product or service.
• Evaluate advertising and promotion programs for a new product or service.
• Evaluate technology trends in marketing.

Course Assignments

12. Readings

• Read Ch. 15 and 16 of A Framework for Marketing Management.

• Read pp. 612–616 in Ch. 19 of Marketing Management.
• Read Ch. 20 of Marketing Management.

13. Learning Team Instructions

• Begin working on the Product Launch assignment due in Week Six.

14. Learning Team Assignment: Communications Plan

• Develop a communications plan for your product launch, including both your
domestic and international markets.
• Write a 700- to 1,050-word paper addressing the following:

o Evaluate factors involved in developing and managing an effective marketing

communications plan for the new product.
o Evaluate advertising and promotion programs for the new product.
o Evaluate the technology trends available to help you market the product.
o Compare and contrast the marketing communication strategies for both your
domestic and international markets, and explain the differences.

• Format your paper consistent with APA guidelines.

15. Discussion Questions

• What is the most important thing to consider in new product development? Why?
Why is it necessary to evaluate the new product idea at each and every stage of the
development process? How can marketers best promote consumer adoption of a
new product?

• Assume you are developing an advertising strategy for the promotion of a new
product. What are some things you should consider?

• Name an advertising campaign you believe was successful. What made this
campaign successful? Name an unsuccessful advertising campaign. What made this
campaign unsuccessful? Why is it important to evaluate communications and sales
effects?

• Is direct marketing effective? Why or why not? What about interactive marketing?
Which form of marketing would you pursue for the launch of a new product? Why?
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Week Six

Public Relations and Ethics in Marketing

• Analyze the role of ethics and social responsibility in marketing.

• Evaluate public relations strategies for a new product or service.

Course Assignments

16. Readings

• Read Ch. 11 of This is PR.

• Read the Week Six Electronic Reserve Readings.

17. Individual Assignment: Final Examination

• Resource: A Framework for Marketing Management

• Click the link to the Final Examination on your student website;
the link is available from the end of Week Five through the end of Week Six.
• Complete the Final Examination. You are allowed one attempt
to complete the exam, which is timed and must be completed in 3 hours. Results are
auto-graded and sent to your instructor. If you have any technical problems during
the exam, call the University’s IT support line immediately.

Note. Final Examination questions are adapted from A Framework for Marketing
Management.

18. Learning Team Assignment: Product Launch Plan

• Develop a product launch plan for two markets (domestic and international).
• Write a 1,400+ word paper explaining each of the following elements in your
team’s Product Launch Plan for both countries:

o Product description
o Product positioning
o Targeting
o Market potential and market growth
o Company SWOT analysis
o The competition
o Marketing objectives and marketing strategy
o Pricing
o Marketing communication (including public relations)
o Distribution strategy
o Projected pre-tax income statements for each country for Year 1.

• Format your paper consistent with APA guidelines.

• Prepare about ten Powerpoint slides and present your plan in class. All members
of the team should be involved in the presentation. You do not need to post your
slides, since I will see them in class.

19. Discussion Questions

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• What are the primary differences between advertising and publicity? How ethical
is advertising that appears as publicity?

• hat role does technology play in public relations?

• How can cultural differences among audiences affect how public relations
messages are interpreted and received? Why should an organization’s logo be
pretested prior to engaging in communication or marketing abroad?

• What are some of the ethical dilemmas faced by marketers in emerging markets?
What is economic colonialism? Explain responsible marketing practices which should
be followed in emerging markets?