Introduction
to Business
Marketing
238
Instructor: Mark Bambach
Telephone: 215-751-8728
Email: Contact me through WebStudy email only! The following email is to be used only
if WebStudy is down: mbambach@ccp.edu
No work is to be sent to this email address.
Office: B2-11
Course Description: This is a seminar course using the case study method to
teach problem solving techniques. Cases are taken primarily from current
business publications; exercises are based on problems faced by managers in
current business situations. The course concentrates on problem solving mainly
in marketing and management situations in various organizations and business
settings.
·
Define marketing and explain the change
drivers impacting the future of marketing.
·
Explain the elements of the marketing
strategy and planning.
·
Explain the global marketplace: marketing
without borders.
·
Explain the different perspectives on
customer relationship management.
·
Compare and contrast internal sources
versus external sources.
·
Explain the importance of understanding
your competition.
·
Define business to consumer markets and
explain the importance of understanding customers.
·
Define business to business markets.
·
Define segmentation, target marketing,
and positioning.
·
Explain product characteristics, product
classifications, product discrimination and the product life cycle.
·
Differentiate between brand equity,
branding decisions, and packaging and labeling.
·
Describe the steps in the new product
development process.
·
Explain why service is important and the
characteristics of services.
·
Describe how to establish pricing
objectives and related strategies.
Required
Text: Marketing
Management, by Marshall and Johnston, Most current edition,
Publisher: McGraw-Hill Irwin. **You can buy this
book online or at our bookstore.** If you purchase the book online, please make
sure you have it available for the first week’s assignment, as late work is
never accepted.
Grading: Grading in this course will be based on the
following:
There will be 14 textbook assignments.
Each assignment has a value of 10 points for the course. There are fourteen required forums which have a total
value of 40 points. In addition, there will be a
midterm and final exam each worth 60 points.
Assignments
(14) @ 10 points each...........140
Forums
(14) 40 points Total........40
Exams
(2) @ 60 points each.........................120
Total
points.......................................................300
A =
270 - 300 points
C =
210 - 239 points
D =
180 - 209 points
F =
0 - 179 points
Late assignments will not be
accepted. Assignments are due on the
date stated by the instructor. There will be no make-up tests, assignments, or
forums. Two or more missed textbook assignments can result in withdrawal from
this course. Textbook assignments are due every week. It is your responsibility
to be aware when assignments are due – I will not be sending emails reminding
you when assignments are due!
Tests may be multiple choice,
essay, or a combination of both. Assignments consist of answering the questions
at the end of each chapter. Forums require you to respond to questions posted
by the professor, as well as interacting with other students.
Online
Participation:
Course Schedule
Week
1 Chapter 1
Week 2 Chapter
2
Week 3 Chapter
3
Week 4 Chapter
4
Week 5 Chapter
5
Week 6 Chapter
6
Week 7 Chapter
7
Midterm
Exam (Chapters 1-7)
Week 8 Chapter
8
Week 9 Chapter
9
Week
10 Chapter 10
Week 11 Chapter
11
Week
12 Chapter 12
Week 13 Chapter
13
Week 14 Chapter
14
Week 15 Final
Exam (Chapters 8-14)
** The instructor reserves the right to change
the syllabus at any time. You will be
notified of any changes. **