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BusM 241 Syllabus Fall 2011 (2)

BusM 241 Syllabus Fall 2011 (2) - Business Management 241...

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Business Management 241 Marketing Management Section 1: 151 TNRB on M W at 08:00 am - 09:15 am, Section 2: 151 TNRB on M W at 09:30 am - 10:45 am Instructor : Michael Swenson, Ford Professor of Marketing Office : 624 TNRB Office Hours : M W 2:00 pm -- 3:00 pm Office Phone : 801-422-2799 Email : [email protected] TA Information Name: Sabrina Beck Email: [email protected] Name: Kevin Grossarth Email: [email protected] Texts & Materials Required MARKETING: THE CORE 4E (BYU) By KERIN, R ISBN: 9780077544553 Boom Start: Principles of Entrepreneurial Marketing By RHOADS GARY K. ISBN: 9780757581311 Welcome to Marketing Management! Peter Drucker claimed that “any business enterprise has only two basic functions: marketing and innovation. All else is detail.” Robert Lewis Stevenson observed, “We all live by selling something.” Jack Welch, former CEO of General Electric proclaimed, “Marketing isn’t somebody’s responsibility; marketing is everybody’s responsibility.” Although all functional areas of the firm are necessary, marketing plays a critical role in creating value for the firm’s chosen customers. If there is no value, customers leave. Without customers, companies fail. Meeting customers’ needs creates value. A portion of the value may be captured through pricing. So, marketing creates value for customers and generates revenue for the firm. Learning Outcomes Using marketing tools to create value for customers Understand the fundamental components and tools of marketing and how each relates to creating and sustaining value for customers. Analyzing marketing strategies Describe how specific firms (1) select target markets, (2) specify their marketing mix, and (3) attempt to attract and retain the right customers. Designing and implementing marketing for a new venture Design marketing for a new venture by applying the appropriate tools and approaches studied Grading Scale
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A 94-100 B- 80-82 D+ 67-69 A- 90-93 C+ 77-79 D 63-66 B+ 88-89 C 73-76 D- 60-62 B 83-87 C- 70-72 E 59 and lower Extra Credit--Research Study Participant or Research Article Report You may earn extra credit by participating in experiments conducted by faculty. These experiments allow faculty to collect data for publications that positively impact BYU and the Marriott School. Also, this extra credit opportunity gives you exposure to marketing research methods. You can earn 0.25% bonus point for participating in a ½ hour experiment. You may participate in a total of four extra credit studies for a maximum of 1% that will be added to your final grade at the end of the semester.
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BusM 241 Syllabus Fall 2011 (2) - Business Management 241...

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