讲解 Marketing 301 Fall 2024调试R程序

Marketing 301 Fall 2024

Course Syllabus

COURSE DESCRIPTION

Let's dive into the fascinating world of marketing! Marketing 301 is a fully online marketing Course that actively engages students in the foundations of marketing.  This Course follows an asynchronous format custom-designed for the Summer 2024 Semester. The Course seeks to ensure that students leave with a mastery of marketing concepts and principles. We start by deconstructing the marketing process to understand better how and why marketing decisions are made.

Think about your favorite brands. Ever wondered why we, as consumers, are often willing to pay more for branded items than generic ones? This Course will explore how companies establish brand equity, allowing them to command higher retail prices than generic products. We'll delve into the 'building blocks' of marketing, such as Segmentation, Positioning, and Targeting strategies. But this is not just theory- it is an opportunity for students to gain insights into the strategies of successful brands!

Marketing is all around us, shaping almost every consumer decision we make. Think about a significant purchase you made recently. What factors influenced your decision? What other competitive products did you consider? How did you discover this product or service? This Course will equip you with the knowledge to understand these consumer behaviors and how companies use marketing strategies to influence them. It will underscore the significant role of marketing in our everyday lives, giving you a deeper understanding of your consumer choices. The insights you gain from this Course will be academically enriching and highly practical,  as you'll be able to apply them to your own consumer decisions and beyond. You'll find yourself looking at advertisements and marketing campaigns with a new, more informed perspective.

Do you now, or at some point in the future, wish to have input on new product design, advertising, product development, pricing, promotions, or merger and acquisition activities?  Or maybe you wish to open your own business? Or start a "side business" to supplement your income. Is it your personal brand that you wish to enhance?  If you answered "yes" to any of these questions, the good news is that the Course was custom- designed for you! Students should leave the Course with a command of marketing fundamentals, increasing their chances of succeeding in these business activities.  Applying marketing principles is not just a theoretical exercise but a practical necessity in the real world of business. As a result, we incorporate theory and practice into the Course curriculum, ensuring you can immediately apply what you learn in your future endeavors.

Marketing 301 is committed to teaching and equipping students with world-class tools and certifications. Students will be trained to achieve Customer Relationship Management (CRM) certifications by earning badges on the Salesforce Trailhead training platform.  Students will also learn to construct and design customer experience surveys using Qualtrics. Students will also conduct in-class research with online research tools, including ESRI Tapestry and VALS, as they work to develop data-based marketing recommendations.

As you will hear from your professor this semester, companies must determine where they wish to “win” because they can't “win” everywhere. All topics in the Course can be related to this crucial concept.

LEARNING OUTCOMES

The overarching objective of our time together this semester involves helping students develop a foundation of marketing knowledge to assist them in upper-level marketing Courses, graduate school, and the business world. During the semester, you should expect the following:

1.    You will master marketing principles and concepts, which will equip you with the

knowledge to participate in high-level business decisions regardless of where your career or educational path eventually leads you. Completing CONNECT LearnSmart and textbooks/PowerPoints will support this learning outcome.

2.    You will learn and use several widely recognized industry marketing tools, allowing you to analyze and make recommendations on complex business issues. Completing CONNECT LearnSmart and textbook/PowerPoints, team-based Cases, Salesforce & Qualtrics assignments, and Class Discussions will support these Learning outcomes.

3.    Acquire “real-world” business consulting knowledge and experience by acting as a Marketing Consultant to an existing business and participating in Class Discussions. Completing the Team-based case and Class discussions will support this learning outcome.

REQUIRED E-TOOLS

•   SALESFORCE: To complete assignments, all students must sign up for Salesforce Trailhead.  Each

student will obtain a free Salesforce Trailhead account.  Signing up takes less than 2 minutes, and students can use any email address they would like to register for or use Linked Apple ID or Google for instant sign-in. Salesforce is the world's leading Customer Relationship Management (CRM) software  provider. When the system asks you for the company, you can just put U of Massachusetts, select any role, and select anything you would like with the number of employees –pick one. This information selected does not affect your sign-up process –proceed through these questions.

https://trailhead.salesforce.com/

•   QUALTRICS: All students will create an account on Qualtrics using their UMass email address to complete an assignment. Follow this link:Qualtrics,  and then enter Code: TKGYHIFBJYUSLT when prompted as you open your free account.

Copy the code into your internet browser before visiting the Qualtrics sign-in page and paste the code when  prompted. Only use the above URL link to create your Qualtrics account. (Please do not bypass this process by going directly to the Qualtrics website and signing up without using the code. Warning: If you choose to do so, you will receive a version of Qualtrics that will not allow you to complete the assignment.

GRADING

Final Grade Calculation

A  930 points and higher | A- 900 to less than 930

B+ 870 to less than 900 | B 830 to less than 870 |B- 800 to less than 830

C+ 770 to less than 800  | C 730 to less than 770 |C- 700 to less than 730| D+ 670 to less than 700  | D 600 to less than 670 | F less than 600

This Course is based on 1000 points *no rounding up final grades.