Marketing 281 - Fall 2018
Textbook recommendation: Principles of Marketing (17th Edition), Kotler & Armstrong.
Class Review & Notes
Review syllabus (updated syllabus with due dates posted)
Watch TED Talk: Seth Godin / The Tribes we Lead
Brief discussion re: what is Marketing?
Class Reflection: gather marketing plan groups and select topic.
What is marketing?
Reading: Pages 74-79 (Marketing Strategy, Marketing Mix, Segmentation & targeting)
Pages 222-236 (Positioning)
Brand / refers to “company”
Consumer / refers to “buyer”
Review market segmentation & positioning
Video TED Talk: Derek Sivers / How to Start a Movement
Class Discussion: The Marketing Mix / The 4 Ps. Most important to note that they’re separate and independent of each other. (Distribution has nothing to do with promotion).
Reading: Chapter 8 & 9 (Kotler & Armstrong) - Product
Notes will be posted in full after Class 6 (when we finish the product topic)
Market Share vs. Market Growth
Review of marketing plans
Exam review and preparation
October 31/end of day - send marketing plan written in full to date to Magi for review (Place, Product, Target Audience, Positioning).
Reading: Chapters 12 & 13 (Kotler & Armstrong) - Place
Product review and cover final details.
Place/Distribution introduction & discussion.
Review marketing paper notes to date.
Review & return exams. (grades posted above)
Syllabus updates - important changes to class and exam dates (posted above)
Class 7 & 8
Reading: Chapters 10 & 11 (Kotler & Armstrong) - Price
Price (class 1)
Reading: Chapter 20 (Kotler & Armstrong)
Marketing Plan Presentations
Final paper due
Malcom Gladwell / The Tipping Point
Yvon Chouinard / Let my People go Surfing
Chouinard & Stanley / The Responsible Company
Reynolds / Presentation Zen
Saul / Social Innovation Inc.