ESM Syllabus Spring 2008


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LOYOLA MARYMOUNT UNIVERSITY SPRING 2008 SYLLABUS MRKT 476 - 01 Location: Hilton 119 Time: TR 9:25-10:40 a.m. Instructor: Dr. Renée Florsheim Office: Hilton 207 Phone: (310)338-7412 Email: [email protected] Fax: (310) 338-3000 Office Hours: TR 11:00 a.m.-12:00 noon T 1:30 p.m.- 5:30 p.m. Course Description: Whereas traditional marketing courses often assume that marketers are operating in a predictable environment with generous budgets, this course examines shoestring methods to be used under conditions of considerable uncertainty. Objectives : To encourage the students to recognize those unique factors among small and new enterprises which call for special marketing efforts. To inform the students about the current marketing activities of entrepreneurs and managers of small businesses. To familiarize the student with various types of small businesses, the fastest-growing sector of the economy. To encourage the creativity necessary for entrepreneurial success. To assist the student in understanding what is at the core of marketing, when the big budgets have been stripped away. Course Format : This course will primarily follow a lecture/discussion format, with occasional cases, guest speakers, films, etc. Please enliven the class with your own input; it broadens the learning, assists me in understanding what your interests are and how well you have understood the material, and makes the class more interesting for everyone. Readings: Kawasaki, Guy. The Art of the Start . New York, NY: Portfolio (Penguin Books). 2004.
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Wheeler, Alina. Designing Brand Identity. Hoboken, NJ: John Wiley & Sons. Second Edition. 2006. Please note that at the end of this syllabus, chapters from Kawasaki are designated as “K”, while page numbers (there are no chapters) from Wheeler are listed as “W”. Additional readings may be assigned and placed on Blackboard during the semester. You will be responsible for these on exams just as you are for the textbook and class notes. Blackboard: The Blackboard Course Management System will be used to post the syllabus, notes, etc. Grades: Since most students seem to feel that their grades “should have been” higher than they were (this is a worldwide phenomenon, not unique to LMU), I want to remind you of how the university now defines the various letter grades (with my own additions for the plusses and minuses): A Superior A- Excellent B+ Very good B Good B- Reasonably good C+ Above average C Average C- Below Average D Poor F Failure Thus, just doing what was assigned in a perfunctory manner does not earn you an A, or even a B. Consistent, thoughtful, creative work is necessary for a high grade to be awarded. Having said that, I also need to say that what is being graded is your work in my class, not you. I often like the people to whom I give only average grades very much, and conversely, I don’t always like those to whom I give A’s. If you are not pleased with the
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