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Syllabus MKTG 301 Snow Adjusted Spring 2010

Syllabus MKTG 301 Snow Adjusted Spring 2010 - Professor...

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ule of Classes . Failure to do so may result in being dropped from this class. The prerequisites for this course are sophomore standing and C or better in ACCT 203 Professor Harvey MKTG 301, Spring 2010, Page 12. Course instructor: James W. Harvey, Ph.D. 134 Enterprise Hall Voice (703) 993-1842 Facsimile (703) 993-1806 [email protected] Office hours: 3 – 4 pm M and by appointment
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Professor Harvey MKTG 301, Spring 2010, Page 12. Principles of Marketing - MKTG 301 - 005 (ST II 9) 4:30 – 7:10 pm Th ********** Snow Adjusted Syllabus ********** 2
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Professor Harvey MKTG 301, Spring 2010, Page 12. Course Objectives : The objectives of this course are to The Essence of Marketing Marketing professionals are charged with the responsibility to attract, retain and grow relationships with customers, suppliers and enterprise facilitators, consistent with organization-wide objectives. Marketing success is rooted in understanding and assuring customer satisfaction by creating and delivering value to selected target clients. Marketing practitioners translate consumers’ needs and preferences into products and services that add value to organizations’ offerings. Value creation is both easier and more challenging in a Web 2.0 world. As consumers take center stage using new and interactive media their preferences become easier to track while expressing their concerns and seeking alternatives have never been easier. Organizations face higher standards of performance and greater competition for delivering value when competition is a mouse click, IM, TMG, or GPS voice away. As consumers actively search for alternatives, express their experiences through vibrant social networks, and dispense and gather information and images through easy to access world-wide and mobile media, the imperative for organizations to respond effectively to consumers and competition has never been greater. Consumer controlled media also challenge organizations’ abilities to define the meaning of their brands in a marketplace of information clutter, contest the relevance of traditional one-way channels in reaching target markets, and remind decision makers of the changing character of the information architecture that supports their brands. The bottom line for marketing is to understand why consumers make their choices, why they reject alternatives, how they use the offerings they pick, and how their selections are evaluated. Based on that knowledge marketing practitioners develop strategies that create and add value for users, establish clear meaning for brands, distinguish themselves from competition, and assure consumer satisfaction. The challenges of a client-centric focus are met using tools that include customer analysis, market knowledge, analysis of competition, marketing research, market segmentation and competitive positioning. Effective use of these tools results in developing market offerings that reflect customer-defined quality as well as pricing, distribution and promotion decisions that build customer satisfaction.
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