universityof southern california（南加州大学）（7页）.docVIP

California State University, Northridge College of Business and Economics Spring 2003 MKT 304: Marketing Management Instructor: David Ackerman Office: BB4132 Office Hours: Thursday 5:55 p.m.- 6:55 p.m., and by appointment. Telephone: (818) 677-4628 Section: Thursday 7- 10 p.m. Course Web Page: /~dsa49831 OBJECTIVES This course deals with the management of marketing functions in modern enterprises. The main objectives of this course are to help students: 1. Understand basic marketing terms and concepts. 2. Develop skills in analyzing market opportunities. 3. Gain an awareness of the major types of marketing problems faced by organizations. 4. Enhance the communication skills necessary in todays business world. 5. Develop interpersonal skills to function effectively in business teams. REQUIRED MATERIALS Boone, Louis E. and Kurtz, David L., Contemporary Marketing, 10th edition, South-Western, 2001. Hand-out materials from class. GRADING Examination 1 250 points Examination 2 250 points Brand Extension Project - Written Component 200 points Brand Extension Project - Presentation 30 points Quizzes 70 points Class Participation 200 points TOTAL 1000 points  SCHEDULE Week of Topic Assignment I. OVERVIEW 1/30 Intro Marketing Environment Ch. 1 II. ASSESSING MARKETING OPPORTUNITIES 2/6 STP: Segmentation, Targeting, and Positioning Ch. 7 Work on selecting a project idea. 2/13 Consumer Behavior Ch. 5; Group Project members names and product due 9/13. 2/20 Marketing Research Ch. 4 2/27 Customer Satisfaction and Competitive Analysis Ch. 4 3/6 REVIEW and EXAM III. THE MARKETING MIX 3/13 Product Ch. 8 (product part) 3/20 Price Chs. 10 11 3/27 Distribution Ch. 12 4/3 Advertising and Promotion Ch. 15 IV. EXTENDING MARKETING 4/10 Social Influences Services Marketing Ch. 8 (services part) 4/17 Spring Break 4/24 International Marketing/ Start Presentations