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MERLOT II


    

Personal Collection Detail View


Principles of Marketing

by MERLOT Adminstrative Team
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Description:
The Principle of Marketing class is normally required by all business majors as part of the business core. The materials in this collection all come from one source, Louise Ripley of York University. The support materials were designed to support the Kotler Introduction to Marketing course and thus contain very interactive materials for the basic marketing class.
Course:
Principles of Marketing, Introduction to Marketing.
Prerequisites:
None
Learning Outcomes:
In a Principles of Marketing class a student will 1) understand the role of marketing within society and within an economic system; 2) learn the vital role of marketing within a firm and the necessary relationships between marketing and the other functional areas of business; 3)consider the various decision areas within marketing and the tools and methods used by marketing managers for making decisions; 4) learn key marketing principles and terminology; and 5)appreciate how a marketing perspective is important in one's own personal and professional development.
Pedagogy Approach:
Various
Assessment Methodology:
Various - primarily testing

Authorized users only:


1.

Introductory Unit for Introductory Marketing


Added 09/29/2009
This module on Introduction to Marketing, part of a Principles of Marketing Course, focuses on helping students understand some of the fundamental concepts of marketing. It does this by providing students with a number of different definitions and examples of marketing, both academic and practitioner oriented, so that they can begin to form their own ideas about what constitutes marketing. This particular module won the 2009 Business Classics Award.
2.

Marketing Strategy Unit for Introductory Marketing


Added 09/29/2009
This site is a study guide for the understanding of strategic marketing. It gives the student a step by step tutorial on how to create an effective marketing plan. This would follow the Introduction to Marketing module.
3.

Marketing Environment Unit for Introductory Marketing


Added 09/29/2009
This module includes material relevant to the marketing environment, including text, discussion questions, and exercises. Learning Goals: To introduce students to the concept of the marketing micro and macro environments.
4.

Marketing Research Unit for Introductory Marketing


Added 09/29/2009
This module outlines the major areas of marketing research and provides some additional examples, several discussion questions, and various exercises. Students are also directed to review case studies or video clips related to chapter content under the appropriate section headings. The module gives an overview of the marketing research process and is a nice refresher in comparison to other similar materials on the research topic.
5.

Buyer Behavior Unit for Introductory Marketing


Added 09/29/2009
This module incorporates stand-alone slides, with partial or total description of consumer behavior topics, as well as “questions for thought” following many of topics. Learning Goals: The module is aimed at exposing students to various topics such as the following: models of consumer behavior, characteristics affecting consumer behavior (culture, social class, etc...), the consumer buyer decision process, international consumer behavior, business buyer behavior, and business buying on the Internet. The learning goals for this module appear to be strictly review-based. While there is information on most areas in consumer behavior, none are complete in explanation and would require text/lecture support.
6.

Segmentation Unit for Introductory Marketing


Added 09/29/2009
This module provides an understanding of how markets are segmentation and how segmentation impacts on other marketing decisions. It provides great review slides, practical examples, questions for thought, and tie-ins to a marketing plan project. It is clear and concise, and summarizes the topic in an understandable way. There is a highly interactive use of colorful grapical design encourages usage and builds involvement in the content and context of the material.
7.

Product Unit for Introductory Marketing


Added 09/29/2009
This material provides information on Product and Branding Strategy and New Product Development and Product Life-Cycle Strategies, supplementing chapters 8 and 9 of Kotler/Keller "Marketing: An Introduction". It includes exercises designed to have students apply the material to a product that they have selected as the subject of a marketing plan. Learning Goals: The primary goal is to reinforce the major topics in product and branding strategy and new product development and product life-cycle strategies by providing examples and allowing students to apply the material to a given product.
8.

Price Unit for Introductory Marketing


Added 09/29/2009
This module focuses on pricing and contains basic pricing theory along with examples and assignments that reinforce the material. Learning Goals: The learning goals are focused on conveying a basic understanding of pricing concepts as part of a marketing plan. Emphasis is placed on application of concepts that draw upon students' personal experiences with pricing issues.
9.

Channels of Distribution Unit for Introductory Marketing


Added 09/29/2009
This material provides a brief overview of the role of distribution channels in marketing. Topics covered include marketing intermediaries, the purpose of marketing intermediaries, channel theories, channel behavior (e.g., power and conflict), channel design, logistics, and retailing, among others. It appears to have been developed for an online class. Learning Goals: The major learning goal is to introduce the student to the concept of channels of distribution.
10.

Promotion Unit for Introductory Marketing


Added 09/29/2009
This module on Promotion focuses on promotion, integrated marketing communications, and the marketing mix as a whole. The material is based on explanation of promotion models and exercises connected to the models. Beyond the links and professor's personal information, it is an introductory, comprehensive student learning tool that integrates definitions, examples, cases, and quizzes. Learning Goals: The primary learning goal is to introduce students to the purposes of promotion. It is a basic material but due to the extensive amount of exercises provided, it allows students to delve nto the topic quite deeply. At the end of the course students should be able to better understand promotion and various possibilites that a company can choose among in order to sucessfully communicate with a target market(s).
11.

Marketing Plan Outline


Added 09/29/2009
The assignment is to complete an on-line abbreviated marketing plan with the collaboration of team members and could be the final project for the course. The assignment includes the instructions for the launching of a new product or service. Most of the instructions are concerned with formatting, style, with some links to other hints on how to succeed. This module on developing a marketing plan, part of a Principles of Marketing Course, focuses on helping students understand the practical need for a marketing plan as well as practice the development of a marketing plan for a new product.
To add a link to a material not in the MERLOT collection, click here.