Marketing 281 - Fall 2018

Marketing 281 Course Outline

Marketing 281 Syllabus (Fall 2018 - updated 31 October)

Grades (updated 15 November)

Textbook recommendation: Principles of Marketing (17th Edition), Kotler & Armstrong.


Class Review & Notes

Class 1

  • 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.


 Class 2

  • What is marketing?

  • Value

  • Audience identification

  • Positioning

Reading: Pages 74-79 (Marketing Strategy, Marketing Mix, Segmentation & targeting)
Pages 222-236 (Positioning)

Summary notes (Class 1 & 2)


Class 3


Class 4

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).


Class 5

Mid-term exam


Class 6

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)

Summary Notes (Classes 3-6) - Product & Place

Suggestions for Marketing Paper, based on topics to date.


Class 7

Reading: Chapters 10 & 11 (Kotler & Armstrong) - Price

  • Price (class 1)

Summary notes (Classes 7&8) - Price


Reading Recommendations

Malcom Gladwell / The Tipping Point
Yvon Chouinard / Let my People go Surfing