San Jose State University

Business 230, Marketing Management (Spring Semester 2006)

Class time: Thursday evenings from 18:00 to 20:45 in BBC 021

 

 

Instructor:  Howard W. Combs

Office:  Business Tower 757

Phone:  (408) 924-3501

 

e-mail: combs_h@cob.sjsu.edu

website: www.cob.sjsu.edu/combs_h

Office hours:  Tuesdays from 15:00 to 17:00

    and Thursdays from 10:00 to 12:00 and  15:00 to 17:00

 

 

 

 

Textbook:  
(1) Marketing Management, 12th Edition, Kotler and Keller, Prentice Hall.

                   ISBN # 0-13-145757-8 

(2) Marketing Plan Pro 6.0 (packaged at the bookstore with the textbook)


(3) Wall Street Journal (subscription forms will be available in class)

 

Course Description:

Marketing is an exciting, dynamic, and contemporary field which encompasses a wide range of activities such as environmental analysis and marketing research, consumer behavior, product planning, market segmentation, distribution, promotion and communication, price planning, international marketing, marketing strategy development, and marketing planning and control.

This class will use a combination of lecture, cases, guest speakers, video cases, and discussion to investigate the role of marketing in business and society.  This course deals with the fundamental concepts and skills required for analyzing markets and managing marketing activities. 

 

Evaluation:    15%=Cases     25%=Marketing Plan     25%=Midterm     35%=Final Exam

 Some notes concerning how students will be evaluated in this class:

  1. It is essential for students to attend class on a regular basis as much of the material provided in lectures is not available in the textbook. Class participation is welcomed and may be used as a positive factor in grading.
  2. Instructions on completing the marketing plan and the cases will be provided in class.
  3. Web CT will be utilized in this class.  Students should check their Web CT account frequently for assignments and class updates.
  4. No wireless devices may be used during either the midterm or the final exam.
  5. There will be no makeup exams without the prior approval of the instructor.

  

 

 

 

Class Schedule for Business 230 (Combs)

 

Spring 2006

 

Date

Topic

Chapter

Thursday January 26

                                                      

Marketing Management and Strategy

Building Customer Value and Retention

1

Thursday February 2

  

Planning in a Global Environment

Creating a Marketing Plan

2, 3

Thursday February 9

 

Finding the Right Marketing Information

Creating Customer Value with Relationship Marketing

4, 5

Thursday February 16

  

Market Targeting, and Positioning

Analyzing Global Markets and Consumer Behavior

6, 8

Thursday February 23

  

Branding, Brand Positioning, and Creating Brand Equity

New Products and Product Strategy 

9, 10

Thursday March 2

Economic Theory of Markets

Price Setting and Pricing Strategy 

12, 14

 

Thursday March 9

 

Promotion and IMC

Creating Innovative Global Advertising

17, 18

 

Thursday March 16

Midterm

 

Thursday March 23

 

Case Presentations and discussion

 

Thursday April 6

Case Presentations and discussion

 

20

Thursday April 13

Case Presentations and discussion

 

 

Thursday April 20

Marketing Plan Presentations

 

21

Thursday April 27

Marketing Plan Presentations

 

 

Thursday May 4

Marketing Plan Presentations

 

22

Thursday May 11

Summary, discussion, Final Exam

 

 

 

 

University, College, or Department Policy Information:


a) Academic integrity statement (from Office of Judicial Affairs):

“Your own commitment to learning, as evidenced by your enrollment at San José State University and the University’s Academic Integrity

Policy requires you to be honest in all your academic course work. Faculty are required to report all infractions to the Office of Judicial Affairs.
The policy on academic integrity can be found at http://www2.sjsu.edu/senate/S04-12.pdf


b) Campus policy in compliance with the Americans with Disabilities Act:

“If you need course adaptations or accommodations because of a disability, or if you need special arrangements in case the building

must be evacuated, please make an appointment with me as soon as possible, or see me during office hours. Presidential Directive 97-03

requires that students with disabilities register with DRC to establish a record of their disability.”

 

c) College of Business Policies and Procedures:

 

Please check the url at http://www.cob.sjsu.edu/cob/5_STUDENT%20SERVICES/cobpolicy.htm
 

 To ensure that every student, current and future, who takes courses in the Boccardo Business Center, has the opportunity to experience an environment that is safe, attractive, and otherwise conducive to learning, the College of Business at San José State has established the following policies:

 

Eating:

Eating and drinking (except water) are prohibited in the Boccardo Business Center.  Students with food will be asked to leave the building.  Students who disrupt the course by eating and do not leave the building will be referred to the Judicial Affairs Officer of the University.

 

Cell Phones:

Students will turn their cell phones off or put them on vibrate mode while in class.  They will not answer their phones in class.  Students whose phones disrupt the course and do not stop when requested by the instructor will be referred to the Judicial Affairs Officer of the University.

 

Computer Use:

In the classroom, faculty allow students to use computers only for class-related activities.  These include activities such as taking notes on the lecture underway, following the lecture on Web-based PowerPoint slides that the instructor has posted, and finding Web sites to which the instructor directs students at the time of the lecture.  Students who use their computers for other activities or who abuse the equipment in any way, at a minimum, will be asked to leave the class and will lose participation points for the day, and, at a maximum, will be referred to the Judicial Affairs Officer of the University for disrupting the course.  (Such referral can lead to suspension from the University.)  Students are urged to report to their instructors computer use that they regard as inappropriate (i.e., used for activities that are not class related).

 

Academic Honesty:

Faculty will make every reasonable effort to foster honest academic conduct in their courses.  They will secure examinations and their answers so that students cannot have prior access to them and proctor examinations to prevent students from copying or exchanging information.  They will be on the alert for plagiarism.  Faculty will provide additional information, ideally on the green sheet, about other unacceptable procedures in class work and examinations.  Students who are caught cheating will be reported to the Judicial Affairs Officer of the University, as prescribed by Academic Senate Policy S04-12. 

 

 

 

Mission

The College of Business is the institution of opportunity, providing innovative business education and applied research for the Silicon Valley region.

 

 

 

APPENDIX:


• “You are responsible for understanding the policies and procedures about add/drops, academic renewal, withdrawal, etc. found at http://www2.sjsu.edu/senate/S04-12.pdf

• Expectations about classroom behavior; see Academic Senate Policy S90-5 on Student Rights and Responsibilities.

• As appropriate to your particular class, a definition of plagiarism, such as that found on Judicial Affairs website at http://www2.sjsu.edu/senate/plagarismpolicies.htm

• “If you would like to include in your paper any material you have submitted, or plan to submit, for another class, please note that SJSU’s Academic Integrity policy S04-12 requires approval by instructors.”



 

 

 

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