IDP Home Skip Nav Site Map

Marketing

Sample Course Outlines

Brand Management


Sample Course Outline

Instructor: Nicole Nguyen

Textbook: Strategic Brand Management: Building, Measuring and Managing Brand Equity. 2nd ed. Kevin Lane Keller. Prentice Hall, 2003.
Course Reader
Note: Textbooks are included in IDP fees. Do not purchase.

Course Overview
One of the most invaluable intangible assets that a firm has is its brand(s). Brand also plays a critical role in successful marketing strategies. This course introduces you to the concepts of brand, brand equity, and strategic brand management. You will learn to identify and establish brand positioning and values; design branding strategies; grow and sustain brand equity. The course will use a combination of: case studies of leading brands, lecture, discussion, role-play, student presentations, and guest speakers.

Course Objectives


Grading

ActivityPoints
Class Participation 20
Individual Case Study 15
Quiz 15
New Brand Presentation 25
Brand Audit Project 25
Optional Presentation 5
Bonus 10
  
Total115

Note: Course content may vary from this sample outline.


Essentials of Marketing


Sample Course Outline

Instructor: Anthony Felix

Textbook: Marketing: An Introduction. 8th ed. Gary Armstrong and Philip Kotler. Prentice Hall.
Note: Textbooks are included in IDP fees. Do not purchase.

Course Overview
This course lays the foundation for all the subsequent courses in the program. Students will develop a solid working knowledge of the 4 P's of marketing—product, price, promotion, place—along with concepts such as target markets, demographics/psychographics, positioning, product life cycle, adoption curve, and the other fundamental components. The course includes interactive discussions among the students, case studies, and marketing projects formulated by teams of students.

Course Objectives
The basic objective of the course is to provide the students with a broad introduction to marketing concepts, how these concepts fit within the overall strategy of the firm, and how they influence management and decision making.

The practice of marketing is both strategic and tactical. Marketing strategy involves high-level decision making regarding products and services, target markets, competition, and expansion or growth. Marketing tactics seek to effectively implement these strategies to a profitable conclusion. It is with the seamless transition from strategy to tactics that gives the firm a higher probability of success.

The center of the marketing universe is the customer. This has to be the main underlying principle of all marketing theories. The organization that is the most able to provide the best value for the customer is the organization that is most likely to succeed and last. This course will include best-practice concepts that will relate marketing theories to the benefits and advantages of being a customer-centric firm.

Grading

ActivityPoints
Midterm Exam 25
Final Exam 40
Class Participation 15
2-3 Page Paper 20
  
Total100

Note: Course content may vary from this sample outline.


Global Business and Marketing Strategy
Same as Business Administration and International Business


Integrated Marketing Communications


Sample Course Outline

Instructor: Tracey R. Williams

Textbook: Advertising and Promotion. 7th ed. George E. Belch and Michael A. Belch. Irwin/McGraw-Hill, 2007.
Note: Textbooks are included in IDP fees. Do not purchase.

Course Overview
This course introduces you to an integrated marketing communications (IMC) concept. Your instructor will take you through an overview of marketing communications methods that result in your creating abbreviated strategic plans such as a creative brief, public relations plan, personal selling and sales promotion plan, general and direct marketing plan, and media plan. As you learn the concepts, you will be implementing these methods into an integrated marketing communications plan.

Course Objectives


Grading

Assignments 80%
Final Exam 15%
Attendance 5%
  
Total100%

Note: Course content may vary from this sample outline.


International Marketing


Sample Course Outline

Instructor: Karina R. Jensen

Textbook: Global Marketing Management. 3rd ed. Kristiaan Helsen and Masaaki Kotabe. John Wiley & Sons, 2004.
Note: Textbooks are included in IDP fees. Do not purchase.

Course Overview
The International Marketing course is designed to introduce students to advanced marketing concepts and practices in a global business environment. A comprehensive overview of the dynamics and trends in international marketing include market analysis, strategic planning, product positioning, messaging, project management, integrated marketing communications, distribution, and pricing. Special emphasis will be placed on the development and delivery of global launches and campaigns. The course addresses the skills necessary for evaluating, developing, and delivering marketing programs for a global and multicultural audience. This interactive course will include a variety of teaching methods and media such as class discussions, exercises, simulations, case studies, video and Web, guest speakers, and presentations.

Course Objectives


Grading

Participation: Attendance and Assignments 20%
Quizzes 20%
Marketing Project 30%
Final Exam 30%
  
Total100%

Note: Course content may vary from this sample outline.


Marketing Research


Sample Course Outline

Instructor: Bob Steiner

Textbook: Marketing Research. 7th ed. Carl McDaniel and Roger Gates. 2007.
Note: Textbooks are included in IDP fees. Do not purchase.

Course Overview
This course is designed to provide students with a fundamental understanding of the field of marketing research. Class participants will study the central concepts of marketing research, as well as the tools and techniques used in this field to support good marketing decisions. Students will follow the research process from the determination of an organization's marketing problem to the application of the appropriate research design to resolve that problem.

Course Objectives


Grading

Individual Assignments (65% of grade)
 Class Tests 25%
 Secondary Research Assignment 20%
 Qualitative Research Design and Results10%
 Participation in Discussions and Activities 10%
Group Assignments (35% of grade)
 Problem Definition/Objectives 5%
 Questionnaire Design and Implementation 15%
 Final Group Presentation and Materials 15%
  
Total100%

Note: Course content may vary from this sample outline.


Strategic Marketing


Sample Course Outline

Instructor: Jim Prost

Textbook: Strategic Market Management. 7th ed. David A. Aaker. John Wiley & Sons, 2005.
Note: Textbooks are included in IDP fees. Do not purchase.

Course Overview
In this course you will be able to utilize and apply all that you have learned in the previous marketing courses. From a strategic perspective, marketing is comprehensive and includes not only the understanding of marketing terminology but also a method of applying it in a competitive environment. Marketing is dynamic and requires us to constantly be aware of the marketplace from the viewpoint of the customer and the competitors. The objective of marketing strategies is to achieve a sustainable competitive advantage for your company and its products and services. In this course we will primarily focus on the dynamics of competition and we will explore some new concepts, gain new insight, and develop new skills as we approach several marketplaces.

Course Objectives
Strategic marketing's pivotal role in business performance is demonstrated in the market-driven strategies of successful organizations competing in a wide array of market and competitive situations. The escalating importance of superior customer value, leveraging distinctive capabilities, responding rapidly to diversity and change in the marketplace, creating new products, and recognizing global business challenges requires effective marketing strategies for gaining and sustaining a competitive edge. Strategic Marketing examines the concepts and processes involved in market-driven strategies.

Grading

Class Attendance (300 points) 10%
Group Case Analysis (600 points) 20%
Group Board of Directors Presentation (150 points) 5%
Midterm Exam (750 points) 25%
Final Project (450 points) 15%
Final Exam (750 points) 25%
  
Total100%

Note: Course content may vary from this sample outline.


Marketing Math


Sample Course Outline

Instructor: Terence Hird, MBA

Text: Course Reader, handouts, and worksheets

Course Overview
This seminar covers the relevant principles and concepts of business accounting, finance, and economics necessary for you as a marketing professional to effectively contribute to your company's success, both as marketers and as future senior managers or business owners. This course forms the foundation upon which you will build a better understanding of what "the numbers are telling" you about business performance and about how your marketing efforts will be judged by senior management's use of financial analysis.

Course Objectives


Grading

Class participation10%
Quizzes and homework30%
Final Paper60%
  
Total100 %

Note: Course content may vary from this sample outline.