B BUS 320
Focuses on designing tools, concepts, and strategies for problem solving in marketing management. Prerequisite: may not be repeated.
Student learning goals
An understanding of the marketing process. An ability to dissect a marketing issue and offer a solution.
The realization of the issues a marketer encounters when creating a marketing plan
Students should understand the goal of Marketing and the key elements of the Marketing mix
Students should understand what it means to build customer focused products and market them to consumers
Students should understand how to deconstruct & explain basic elements of advertisements (value proposition, core message, emotional vs. rational positioning, differentiation, target audience)
Students should understand Market Segments, Segmentation, Target Markets. They should understand how these concepts can be used to create customer driven marketing initiatives
General method of instruction
The course will be a mix of discussion and lecture. The more involved you become in the course, the more interesting it becomes to you and your classmates. That said, we expect students to be prepared to discuss the issues that have been raised in the course. Students can expect a lively class discussion, including group-oriented exercises in almost every session.
Class assignments and grading
Individual Case Studies, Group Work - Creating a Marketing Plan, Discussion Questions.
Three Exams (15 points each): 45 points Two Case Histories (10 points each): 20 points Marketing Plan: 25 points Written Reviews: 5 points Participation: 5 points TOTAL: 100 points