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Classes: Deliverables:
Starting about mid-term, each week a team of students will prepare/present on a specific element of marketing There will be several (2-4) short papers (each 1-2 pages) There will be a final paper (likely 4-5 pages) due the last week of class Every student prepared to participate in each class Class participation will be a factor in grading Class participation (20%) Team presentation (20%) Short papers (35%) Final paper (25%)
Expectations:
Grading:
Page 1
Week 1:
Overview of Marketing and Course Marketing goals and objectives Individual students learning objectives Organization of course Perspectives on Marketing Underlying skills needed/themes of course Marketing roles and models Marketing ROI Elements of Marketing Instinct vs. information What makes a difference? Assignment for Week 2: Paper on art vs. science
Week 2:
Is Marketing an Art or Science? Class debate Implications Definition of Marketing Assignment for Week 3: Read Marketing Myopia
Week 3: Week 4:
Overview of the Marketing Function Research: Linking Data to Decision Making Primary vs. secondary research Pros and cons of research
Assignment for Week 5-6: Read Positioning Week 5-7: The Ws and the Ps of Marketing Positioning Pricing Packaging Product Who to target, why they should buy, where to market, when to market Presentation Assignments Advertising, PR and ROI
Week 7: Week 8:
Page 2
Weeks 9 -11:
The Marketing Plan + Presentations Situation Assessment Targeting Approach o Value Proposition o Positioning and Branding o Marketing Goals o Marketing Mix Tying it Together: The Brand and Branding Integrated Marketing
Week 12:
Page 3