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BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 1 WELCOME TO MARKETING FUNDAMENTALS (BUAD 307)!

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Presentation on theme: "BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 1 WELCOME TO MARKETING FUNDAMENTALS (BUAD 307)!"— Presentation transcript:

1 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 1 WELCOME TO MARKETING FUNDAMENTALS (BUAD 307)!

2 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 2 BUAD 307 MARKETING FUNDAMENTALS Instructor: Office: Office Phone: Cell: Web: Lars Perner, Ph.D. Assistant Professor of Clinical Marketing Accounting Building 306K (213) (213) Blackboard:

3 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 3 Why does Tony the Tiger wear a scarf?

4 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 4 About the Instructor: Lars Perner Ph.D., Marshall School of Business, University of Southern California, 1998 Courses taught: –Marketing Fundamentals –Consumer Behavior –International Marketing –Marketing Strategy –Intro to International Business –Channels/Distribution –Agricultural Marketing –Internet Marketing

5 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 5 About the Instructor: Lars Perner Research interests : –Consumer Behavior –International Marketing –Consumer Price Response –Consumer Bargain Hunting –Branding –Corporate Philanthropy –Non-Profit Marketing –Win-win Deals –Autism Spectrum Disorders and Subtypes Country of birth: Denmark Selected outside involvement –Marketing Educators Association –Autism Society of America

6 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 6

7 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 7

8 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 8 Course Web Site

9 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 9 Textbooks Jonah Berger (2013), Contagious: Why Things Catch On, Simon & Schuster, ISBN-13: Dhruv Grewal and Michael Levy (2012), Marketing, 3 rd ed., McGraw-Hill Irwin, ISBN-13:

10 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 10 About the Instructor: Hobbies and Interests Gardening Music Spicy foods Supreme Court oral arguments Computers and technology With my sisters

11 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 11 WARNING! Beware of relying on PowerPoint printouts! Psychological research shows that comprehension and memory suffer if you do not take notes in your own hand.

12 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 12 In lecture, computers and cell phones are permitted only for note taking and LectureTools usage. During discussion, computers are permitted when PowerPoint slides are displayed (LectureTools and note taking only) and when specifically authorized for in-class activities. Violators are subject to serious sanctions as discussed in the syllabus.

13 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 13 SURFING PSYCHOS

14 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 14 Class Meetings and Office Hours

15 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 15 Course Objectives Understand fundamental marketing terms, concepts, principles, and theories and their effective applications to real-world situations in a global market Understand how the marketing function is organized and fits into an organization, including the relationships between marketing issues and those of other business disciplines Develop the critical thinking skills necessary to make effective marketing decisions in real world settings Develop effective communication skills as they pertain to marketing Develop effective collaboration skills as they relate to marketing Identify and make judgments about questionable marketing practices by applying an ethical decision framework Understand the advantages, disadvantages, opportunities, and tradeoffs involved in different marketing strategies and choices Appreciate the dual roles of formal analysis and creativity in designing and implementing effective marketing programs

16 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 16 The Socratic Method Used in law schools Learning by inductiondeveloping general ideas by examining specific cases Development of analytical skills Research shows that learning tends to be enhanced when information is acquired through answering questions

17 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 17 Course Philosophy Application to needs of real firms rather than memorization Broad overview of marketing Assignments require individual initiative and thinking

18 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 18

19 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 19 Grading

20 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 20 Grading Issues Course grades are assigned based on the total number of points accumulated. LETTER GRADES WILL NOT BE ASSIGNED TO PROJECTS OR EXAMS ALONE (see syllabus). Marshall competition is very intense. Not everyone can be above average. Some will be below.

21 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 21 More Grading Issues Extra credit cannot be assigned. Grading is based on performance. It is NOT assumed that you start out as perfect and have points taken off for deficiencies. A perfect score takes a nearly superhuman person! Grading is NOT based on effort put in (or perceived effort put in or effort reported to have been put in). Final grades can generally only be changed to correct mistakes in arithmetic, Scantron misreads, or data entry that have been made. Work quality or cut-offs cannot be re-evaluated under the USC grade change policy.

22 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 22

23 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 23 Some Topics Covered In This Course Creating customer value Marketing Strategy Ethics and Social Responsibility Marketing Research Consumer Behavior International Marketing Segmentation, Targeting, and Positioning The Marketing Mix –Product –Price –Promotion –Distribution (Place) Electronic Commerce

24 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 24 PROJECT NEW PRODUCT OR SERVICE TARGET MARKET FOR AN EXISTING TYPE OF PRODUCT CHANNEL FOR DISTRIBUTING AN EXISTING PRODUCT PRODUCT OR SERVICE TRANSPLANTED FROM ONE COUNTRY TO ANOTHER OR

25 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 25 Course Project Please choose: –A new product or service not currently in existence; –An existing product or service that has potential to be targeted to a segment or type of consumers that currently does not use the product –An existing product or service that could achieve significant additional sales if distributed through a new channel; or –An existing product that is sold in one or more countries and can be introduced in another specific country where it is currently not widely used.

26 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 26 Project Structure Proposal Office visit to discuss the proposal Secondary Market Research Applications Paper

27 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 27 Examples: A New Product or Service Auto GPS system that offers the least stressful route as one of options Car with built-in mini-safe Bathroom water collector for garden re-use Secular values training and leadership programs for children of busy parents not involved in organized religion Sports free cable news network This does not have to be an entirely new product category. Adding a new feature or making alterations to a product category qualifies if this is likely to be of value to some customers. Even new specific shade of lipstick qualifies.

28 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 28 Examples: Existing Product For New Target Market Video games marketed to senior citizens (who want to preserve mental agility and/or play with their grandchildren) Noise cancelling headphones for children vulnerable to distraction Attracting a new type of student (e.g., geeks) to a fraternity or sorority

29 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 29 Examples: Existing Product With Potential Through New Distribution Channel Financial planning programs sold through churches, synagogues, or mosques. Inkjet printer cartridges sold through Greek houses Groceries being delivered to car pool or van pool departure sites.

30 BUAD 307 COURSE INTRODUCTION Lars Perner, Ph.D., Instructor 30 Examples: Existing Product for a New Country Fortune cookies (which are actually not used in Mainland China) U.S. fast food chains abroad Foreign fast food chains in the U.S.


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