Research Proposal on Impact of Advertising on Customer Buying Behaviour - PDF

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					                            MARKETING 152
                         Principles of Marketing


                                  Course Outline


Instructor: Bruce Bennett                        Phone: 561-5848, local 513
Office: 3-805 (trades building)                  Email: bennett@cnc.bc.ca

COURSE DESCRIPTION:

This course is an introduction to marketing activities in modern business firms.
The major topics covered are: marketing planning, market research, consumer
behaviour, promotions, and execution of the marketing mix. Throughout the
course, emphasis is on the application of concepts and perspectives to current
marketing problems and opportunities, through case study analysis and class
discussion.

TEXTBOOK:
   •    Berkowitz/Crane/Kerin/Hartley/Rudelius, MARKETING, 5th Canadian
        Edition: 2003

   •    Berkowitz/Crane/Kerin/Hartley/Rudelius, Workbook: MARKETING, 5th
        Canadian Edition: 2003
        (the workbook is highly recommended, but not required)

INSTRUCTIONAL PROCEDURES:
Lectures, discussions, case study analysis and group work.

COURSE OBJECTIVES

   -   Explain the role of marketing in modern business
   -   Explain the differences between marketing services & products
   -   Outline the history of marketing
   -   Identify the makeup of the environment in which business operates
   -   List the components of a marketing plan
   -   Recognize market research & its role in business
   -   Distinguish market research from market information
   -   Explain target marketing & market segments
   -   Summarize research methods
   -   Write a basic outline for a research proposal
   -   Summarize consumer & corporate buying behaviour
   -   Define each stage of consumer purchase behaviour
   -   Define corporate buying behaviour
   -   Explain the differences between consumer & corporate behaviour
   -   Assess promotional activities for use in service industry
                                      Mkt 152, Fall 2004




  - Explain various promotional tools
  - Identify trends in promotional activities
  - Identify personal selling techniques
  - Demonstrate personal selling techniques
  - Assess strengths & weakness of promotional techniques
  - Describe the relationship between consumer, business and environment
  - Outline the relationship between consumer, business and environment
  - Discuss the impact of technology on marketing
  - Outline principles of international business practices
  - Discuss legal issues in marketing
  - Give examples of the relationship between social change and marketing
  - Discuss ethics in modern business marketing
  - Evaluate marketing actions in case study
  - Explain relationship between business profitability & customer satisfaction
  - Write a concise definition of customer satisfaction
  - Identify business profitability issues
  - Apply SWOT analysis to a business situation
  - Identify opportunities for new products &/or services for business
    profitability &/or customer satisfaction
  - Apply pricing principles to new product &/or service
  - Recommend appropriate strategies to rectify a current situation


CLASS SCHEDULE (Tentative)

Week   Goals & Objectives                                              Text References
 1     - define marketing                                              Chapters 1 & 22
       - distinguish between wants & needs
       - identify elements of the marketing mix (4 Ps)

 2     -   describe the evolution of marketing                         Chapters 2 & 3
       -   discuss relationship marketing & customer value
       -   discuss social responsibility & ethics in marketing
       -   list components of marketing environment
       -   explore the impacts of social forces on marketing actions
       -   describe how technological change affects marketing
       -   define competitors
       -   discuss the impact of competitive actions on marketing
       -   identify major legislation that applies to marketing
       -   introduce environmental scanning
       -    define goals, mission, vision, corporate culture
       -   discuss the strategic planning process
       -   describe the strategic marketing process
       -   apply the 4 Ps to a marketing program

 3     -   discuss modern ethical standards                            Chapters 4 & 12
       -   apply discussion to case situations
       -   apply environmental discussions to case studies
       -   distinguish between products & services
       -   describe the 4 unique elements of services
       -   explain the service continuum
       -   discuss how consumers buy & evaluate services
       -   list & discuss the 8 Ps of service marketing




                                               p2
                                    Mkt 152, Fall 2004


4   -   define internal marketing Market Research                        Chapters 8 & 9
    -   define market research & market information
    -   list different types of market research
    -   understand the stages of the market research process
    -   define target market & segmentation
    -   discuss the importance of segmentation
    -   list the steps used to segment markets
    -   develop a product-product grid
    -   recognize different dimensions used to segment markets- list
          sources & uses of secondary information
    -   develop a strategy for valuing information
    -   discuss methods of primary research
    -   identify strengths, weaknesses and issues in each type of
          primary research
    -   identify ethical issues in research
    -   0verview used of information technology
    -   discuss application of statistics to market research
    -   interpret basic cross-tabulations
    -   apply research principles to case studies

5   -   list the stages in the consumer buying process                   Chapters 5 & 6
    -   distinguish between different variations of purchase behaviour
    -   identify psychological influences on buying behaviour
    -   discuss sociocultural influences on behaviour
    -   recognize how knowledge of consumer behaviour affects
          marketing actions
    -   identify different types of corporate buyers
    -   discuss different types of buying situations
    -   consider the role of on-line purchasing on marketing to
          corporate buyers
    -   recognize how corporate purchasing differs from consumer
          purchasing

6   -   define globalization                                             Chapter 7
    -   discuss international trade flows
    -   apply environmental scanning to international markets
    -   discuss risk in international business
    -   discuss cultural diversity
    -   list market entry strategies
    -   discuss international marketing activities
7   -   define “new” & “brand”                                           Chapters 10 & 11
    -   define the stages of the product life cycle
    -   apply marketing strategies to each stage of the cycle
    -   describe the elements of branding
    -   list the stages of introduction of new products
    -   analyze factors contributing to success and failure of new
          products/services
    -   discuss a case study, applying analytical tools
    -   discuss a business case addressing innovation
8   -   list the elements that make up a price                           Chapters 13 & 14
    -   discuss the demand curve and revenue
    -   define price elasticity, costs, break-even point
    -   calculate break-even points
    -   identify different pricing strategies
    -   describe price adjustments
    -   identify legislation affecting pricing
    -   identify basic financial analyses used to evaluate prices
    -   review use of resources
    -   describe marketing planning frameworks
    -   analyze effective marketing plans




                                            p3
                                     Mkt 152, Fall 2004


9    -   discuss the consumerism movement                                Chapters 15 & 16
     -   list legislation addressing marketing issue
     -   list industry standards addressing marketing
     -   discuss self-regulation vs government regulation
     -   list social forces affecting marketing
     -   discuss changes in demographics
     -   review the impact of culture on marketing
     -   discuss changes in culture

10   - identify utilities created by retailers                           Chapter 17 & 18
     - describe non-store retail
     - identify different categories of retail
     - outline the retail life cycle and positioning matrix
     - outline the communication process
     - list elements of the promotional mix
     - discuss attributes of each element
     - recognize the need for matching promotional activities with the
         product life cycle
     - discuss direct marketing

11   -   differentiate between product and institutional advertising     Chapter 19
     -   list the stages of developing an advertising program
     -   outline the merits of different media
     -   discuss consumer vs. trade oriented promotions
     -   recognize the strengths & weakness of public relations
     -   discuss changes in promotional strategies
     -   predict changes in marketing practices

12   -   list different types of personal selling                        Chapter 20
     -   describe the stages in the selling process
     -   discuss the sales management process
     -   evaluate effectiveness of sales skills
     -   compare promotional tools for different applications

13   -   define consumer, business, environment                          Chapter 21
     -   discuss environmental scanning
     -   discuss technology that affects marketing
     -   list business technology resources
     -   forecast future developments

14   -   define customer satisfaction                                    Chapter 22
     -   define synergy
     -   list the stages of the strategic marketing process
     -   identify guidelines for resource allocation
     -   discuss profitability analysis

     Final Exam                                                          all course content




                                              p4
                               Mkt 152, Fall 2004


EVALUATION:
                          Assignments           20 %
                          Homework               5%
                          Case Studies          20 %
                          Quizzes                5%
                          Mid-Term exam 1       15 %
                          Mid-Term exam2        15 %
                          Final Exam            20 %
                                               100 %

All assignments must be submitted on due date to receive a grade.
Components of evaluation are explained in detail in a separate handout.


COURSE GRADING SCHEME:
Assignments and examinations are graded on the following basis:

            A+    90-100.0%            C+    64-67.9%
            A     85-89.9%             C     60-63.9%
            A-    80-84.9%             C-    55-59.9%
            B+    76-79.9%             D     50-54.9%
            B     72-75.9%             F     49.9% or below
            B-    68-71.9%


ACADEMIC ACCOMMODATIONS:

Any student who needs academic accommodations as a result of a disability
should advise both the instructor and Disability Support Services.


ACADEMIC HONESTY

Students are expected to uphold the College’s standard of conduct relating to
academic honesty (printed in the 2003-2005 College of New Caledonia
Calendar). Students assume full responsibility for the content and integrity of
the academic work they submit. A student's submitted work, examinations,
reports, and projects must be the student's own work. The penalty for academic
dishonesty is severe and may result in expulsion from the College. If a student
is unclear about whether a particular situation may constitute a violation of
academic dishonesty, the student should meet with the instructor to discuss
the situation.




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