This preview shows page 1. Sign up to view the full content.
Unformatted text preview: Promotion (promotional mix, IMC, etc.)
- Branding strategies
Branding f. Sustainable competitive
advantage Professor Background
Professor Kendall Goodrich, Professor BA UVA, MBA Northwestern, Ph.D. FAU
BA 15 Years marketing strategy experience Corp. experience with AT&T and NCR IPO w/Citrix (Internet networking) VP Marketing positions with e-commerce
firms Research interests: online marketing, global
marketing, consumer behavior Resources
Resources Text: Marketing Management
Marketing Peter and Donnelly, 10th Edition*** Online: Pilot syllabus, assignments, chapter notes Current events, Internet
exercises Case, Marketing Plan Assignments/Evaluation
Assignments/Evaluation Attendance/Class Participation
10% Test s 1 and 2 (20% each) 40% Current Events/Internet Assignments
10% Group Case
Group Group Final Marketing Plans
10% Chapter 1 Strategic Planning and the Marketing
Management “The Marketing Concept” Organization should profit by serving needs of
customers (Amazon) Purpose rivet attention on customer needs Principal task effective (customer needs) and efficient
(profitable) means of satisfying customers
(profitable) What is Marketing (AMA defs.)?
(AMA Exchange (1948/1960):...
View Full Document
- Spring '13