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
- To formulate effective brand strategies to build and manage brand equity
- To evaluate an actual firm's branding strategy using brand audit methodology
- To have hands-on practice of a "new" brand design
- To enhance your communication and group management skills
Grading
| Activity | Points |
| Class Participation | 20 |
| Individual Case Study | 15 |
| Quiz | 15 |
| New Brand Presentation | 25 |
| Brand Audit Project | 25 |
| Optional Presentation | 5 |
| Bonus | 10 |
| Total | 115 |
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
| Activity | Points |
| Midterm Exam | 25 |
| Final Exam | 40 |
| Class Participation | 15 |
| 2-3 Page Paper | 20 |
| Total | 100 |
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
- Develop competitive strategies and plans for an integrated marketing communications plan and its related disciplines of study—i.e., advertising, marketing, media, etc.
- Analyze the marketing promotional mix elements (advertising, public relations, direct marketing, media planning, personal selling, sales promotion, and Internet marketing)
- Decide which qualities of each marketing discipline and tools of each are most effective to meet your customers' needs depending on variables such as product or service type and available budget
Grading
| Assignments | 80% |
| Final Exam | 15% |
| Attendance | 5% |
| Total | 100% |
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
- Understand how to evaluate and apply global market dynamics and trends
- Develop a global strategy and launch plan to ensure successful execution worldwide
- Recognize global and local marketing practices and apply protocol to various intercultural situations
- Evaluate cultural value systems, behavior standards, communication techniques, and issues of diversity to be used as guidelines for working with local markets
- Learn how to develop and apply communication strategies, tools, and technologies that enable international customer success
- Understand how to organize operations and manage teams for successful global program execution
Grading
| Participation: Attendance and Assignments | 20% |
| Quizzes | 20% |
| Marketing Project | 30% |
| Final Exam | 30% |
| Total | 100% |
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
- Understand and accurately apply the key concepts and terminology of marketing research
- Determine how the marketing research process is applied to marketing problems to make appropriate decisions
- Use appropriate secondary data resources to clarify marketing problems
- Distinguish between good and ineffective qualitative and quantitative research tools
- Create effective research designs and instruments to solve marketing problems
- Understand and use approaches for primary data collection
- Design a research process to solve a marketing problem, using the most appropriate research techniques for a given situation
- Demonstrate an understanding of data analysis techniques
- Consolidate and present an entire research project, from defining a marketing problem to compiling the data, with appropriate recommendations based on the research conducted
Grading
| Individual Assignments (65% of grade) | |
| Class Tests | 25% |
| Secondary Research Assignment | 20% |
| Qualitative Research Design and Results | 10% |
| 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% |
| Total | 100% |
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% |
| Total | 100% |
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
- Understand the external numbers that impact strategic business decisions
- Understand how to raise money and manage a company's cash
- Interpret and work through basic accounting and financial statements
- Use numbers effectively to make and to evaluate existing and future financial marketing decisions
- Know how to differentiate costs, revenue, profitability, and the role of cash
- Understand the interrelationships of price sensitivity, budgeting, forecasting, and the costs of distribution, inventory, and promotion.
Grading
| Class participation | 10% |
| Quizzes and homework | 30% |
| Final Paper | 60% |
| Total | 100 % |
Note: Course content may vary from this sample outline.