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Introduction
to Business MGT 211
VU
LESSON
27
LEARNING
EXPERIENCES OF STUDENTS EARNING
LOWER LEVEL
CREDIT:
Work
in an environment where one or
more of the basic principles
of marketing are
practiced
regularly;
e.g. marketing department or
marketing communications agency
have college-level
and/or
company-sponsored training in
marketing-related subjects including:
pricing, promotion,
distribution,
product development, customer
relations, direct marketing,
marketing analysis
and
planning or marketing
research.
Typical
Learning Experience of Students
Earning Upper level
Credit:
Lower
level requirements as stated
above.
Five
or more years of experience as a
marketing practitioner.
Knowledge
of modern marketing concepts;
e.g. Internet marketing,
target marketing,
mass
customization,
global marketing,
etc.
Three
or more years' experience
managing a specific marketing
function.
Discussion
Topics:
If
students are familiar with
some (but not all) of
the following topics, they
may be eligible for
lower
level credit in the area of
marketing. Students familiar
with the advanced questions
may
be
eligible for upper level
credit. If knowledge of some of
the topics is substantial,
students
may
consider requesting additional
credit in more narrowly
defined areas.
What
is Marketing?
Facts,
definitions, concepts (lower
level):
What
are consumer needs?
Wants?
Describe
the components in the
marketing mix.
Relationships,
knowledge of discipline, methodologies
(upper level):
Describe
the marketing mix as it
relates to consumers.
How
is a marketing department
organized?
Analyzing
Marketing Opportunities
Facts,
definitions, concepts (lower
level): Describe a company's
marketing environment.
What
is involved in gathering and
accessing environmental marketing
data?
Relationships,
knowledge of discipline, methodologies
(upper level):
Discuss
the characteristics affecting
consumer behavior.
108
Introduction
to Business MGT 211
VU
Discuss
the characteristics of business
markets and the behavior of
business buyers.
Market
Segmentation
Facts,
definitions, concepts (lower
level):
What
are the bases for
segmenting consumer markets?
Business markets?
Relationships,
knowledge of discipline, methodologies
(upper level):
What
is target marketing?
Describe
Positioning
for competitive
advantage.
Product
Strategies
Facts,
definitions, concepts (lower
level):
What
are product
attributes?
What
is product branding?
Relationships,
knowledge of discipline, methodologies
(upper level):
Describe
a product line vs. a product
mix.
Discuss
product life cycle marketing
strategies.
Describe
the stages of a product life
cycle.
Pricing
Facts,
definitions, concepts (lower
level):
Discuss
internal and external
factors contributing to product
pricing.
What
is cost-based pricing? Value-based
pricing? Competition-based
pricing?
Relationships,
knowledge of discipline, methodologies
(upper level):
Describe
product-mix pricing
strategies.
Describe
price adjustment pricing
strategies.
Distribution
Facts,
definitions, concepts (lower
level):
Why
are marketing intermediaries
used?
109
Introduction
to Business MGT 211
VU
Discuss
distribution channels and
their relationship to
marketing.
Relationships,
knowledge of discipline, methodologies
(upper level):
What
are some of the marketing
issues related to channel
design decisions?
How
are channel members
motivated?
Retailing
and Wholesaling
Facts,
definitions, concepts (lower
level):
What
is retailing? Wholesaling?
What
is non-store retailing?
Relationships,
knowledge of discipline, methodologies
(upper level):
Components
of retail marketing decisions.
Types of wholesalers?
Marketing
Communications
Facts,
definitions, concepts (lower
level):
What
are the steps in developing
effective communications?
What
is integrated marketing
communications?
Relationships,
knowledge of discipline, methodologies
(upper level):
Discuss
"promotional mix."
Discuss
the attributes of mass media
advertising vs. direct
marketing.
How
is public relations used to
support marketing
objectives?
Global
Facts,
definitions, concepts (lower
level):
Why
go international?
How
would you decide which
markets to enter?
What
steps would you take
before entering a
market?
Relationships,
knowledge of discipline, methodologies
(upper level):
Discuss
the global marketing
plan.
Discuss
the global marketing
organization.
110
Introduction
to Business MGT 211
VU
Internet
Marketing
(Lower
and upper levels):
What
are the characteristics of
electronic marketing?
Discuss
consumer vs. B2B
marketing.
Marketing
Ethics
(Lower
and upper levels)
Describe
marketing impact on the
individual consumer and on
society as a whole.
Discuss
citizen and public actions
to regulate marketing.
What
is "socially responsible
marketing?"
Discuss
privacy issues and Internet
marketing.
111
Table of Contents:
- INTRODUCTION:CONCEPT OF BUSINESS, KINDS OF INDSTRY, TYPES OF TRADE
- ORGANIZATIONAL BOUNDARIES AND ENVIRONMENTS:THE ECONOMIC ENVIRONMENT
- BUSINESS ORGANIZATION:Sole Proprietorship, Joint Stock Company, Combination
- SOLE PROPRIETORSHIP AND ITS CHARACTERISTICS:ADVANTAGES OF SOLE PROPRIETORSHIP
- PARTNERSHIP AND ITS CHARACTERISTICS:ADVANTAGES AND DISADVANTAGES OF PARTNERSHIP
- PARTNERSHIP (Continued):KINDS OF PARTNERS, PARTNERSHIP AT WILL
- PARTNERSHIP (Continued):PARTNESHIP AGREEMENT, CONCLUSION, DUTIES OF PARTNERS
- ORGANIZATIONAL BOUNDARIES AND ENVIRONMENTS:ETHICS IN THE WORKPLACE, SOCIAL RESPONSIBILITY
- JOINT STOCK COMPANY:PRIVATE COMPANY, PROMOTION STAGE, INCORPORATION STAGE
- LEGAL DOCUMENTS ISSUED BY A COMPANY:MEMORANDUM OF ASSOCIATION, CONTENTS OF ARTICLES
- WINDING UP OF COMPANY:VOLUNTARY WIDNIGN UP, KINDS OF SHARE CAPITAL
- COOPERATIVE SOCIETY:ADVANTAGES OF COOPERATIVE SOCIETY
- WHO ARE MANAGERS?:THE MANAGEMENT PROCESS, BASIC MANAGEMENT SKILLS
- HUMAN RESOURCE MANAGEMENT:Human Resource Planning
- STAFFING:STAFFING THE ORGANIZATION
- STAFF TRAINING & DEVELOPMENT:Typical Topics of Employee Training, Training Methods
- BUSINESS MANAGER’S RESPONSIBILITY PROFILE:Accountability, Specific responsibilities
- COMPENSATION AND BENEFITS:THE LEGAL CONTEXT OF HR MANAGEMENT, DEALING WITH ORGANIZED LABOR
- COMPENSATION AND BENEFITS (Continued):MOTIVATION IN THE WORKPLACE
- STRATEGIES FOR ENHANCING JOB SATISFACTION AND MORALE
- MANAGERIAL STYLES AND LEADERSHIP:Changing Patterns of Leadership
- MARKETING:What Is Marketing?, Marketing: Providing Value and Satisfaction
- THE MARKETING ENVIRONMENT:THE MARKETING MIX, Product differentiation
- MARKET RESEARCH:Market information, Market Segmentation, Market Trends
- MARKET RESEARCH PROCESS:Select the research design, Collecting and analyzing data
- MARKETING RESEARCH:Data Warehousing and Data Mining
- LEARNING EXPERIENCES OF STUDENTS EARNING LOWER LEVEL CREDIT:Discussion Topics, Market Segmentation
- UNDERSTANDING CONSUMER BEHAVIOR:The Consumer Buying Process
- THE DISTRIBUTION MIX:Intermediaries and Distribution Channels, Distribution of Business Products
- PHYSICAL DISTRIBUTION:Transportation Operations, Distribution as a Marketing Strategy
- PROMOTION:Information and Exchange Values, Promotional Strategies
- ADVERTISING PROMOTION:Advertising Strategies, Advertising Media
- PERSONAL SELLING:Personal Selling Situations, The Personal Selling Process
- SALES PROMOTIONS:Publicity and Public Relations, Promotional Practices in Small Business
- THE PRODUCTIVITY:Responding to the Productivity Challenge, Domestic Productivity
- THE PLANNING PROCESS:Strengths, Weaknesses, Threats
- TOTAL QUALITY MANAGEMENT:Planning for Quality, Controlling for Quality
- TOTAL QUALITY MANAGEMENT (continued):Tools for Total Quality Management
- TOTAL QUALITY MANAGEMENT (continued):Process Re-engineering, Emphasizing Quality of Work Life
- BUSINESS IN DIGITAL AGE:Types of Information Systems, Telecommunications and Networks
- NON-VERBAL COMMUNICATION MODES:Body Movement, Facial Expressions
- BUSINESS ORGANIZATIONS:Organization as a System
- ACCOUNTING:Accounting Information System, Financial versus Managerial Accounting
- TOOLS OF THE ACCOUNTING TRADE:Double-Entry Accounting, Assets
- FINANCIAL MANAGEMENT:The Role of the Financial Manager, Short-Term (Operating) Expenditures