Introduction to Web Course
Introduction to Marketing Management

Assignments:

1. Visit the FGCU Distance Learning Web page (URL: (http://itech.fgcu.edu/distance/). Review the Frequently Asked Questions about Distance Learning (DL) and the Technology Requirements. You can also visit this URL (http://itech.fgcu.edu/distance/DLHandbook3.asp).
2. Take the Technology Skills Self-Assessment Survey (found on the Distance Learning Web page)
3. Visit the Tech Skills Web Page and click on Web Skills (http://www.fgcu.edu/support/techskills.html). From here visit the section on Web Board and go through this tutorial if you have never used a Web Board prior to taking this class. This is important since the Web Board is the means by which we will communicate. You may also want to take the opportunity to run through some of the other on line tutorials on this site.
4. WebBoard Roll Call: Visit the course Web-board (http://courses.fgcu.edu/~74) and post your name and e-mail contact information. You should also post a "short" biography about yourself. At a minimum, your biography should include name, gender, city in which you live (no mailing addresses please), when you hope to graduate, expected date of graduation, area of concentration if any, and any other information you wish to share. You could also indicate what you hope to get out of the course. No personal information please!
5. On the class Web-Board (http://courses.fgcu.edu/~74) post one discussion question concerning the material covered in Module 1.1 - Introduction to Marketing Management

Deadline for completing this assignment: Wednesday 8/31/2004 in preparation for the chat session at 8:30 p.m. to 9:30 p.m. on Wednesday September 1, 2004.

Marketing Mistakes, Chap. 2

1. McKenna, Regis (1991), "Marketing is Everything," Harvard Business Review, pp. 65-79 (summary typed & double spaced max of 2 pages due on or before 9/5/2004).

Quiz #1 - Chapters 1 and 2  

Ch. 3: "Building Customer Satisfaction, Value, and Retention"

The 22 Immutable Laws of Marketing, Chap. 1-5
Marketing Mistakes, Chap. 3

Quiz #2 – Chapters 3 & 15  

LABOR DAY Holiday (No Classes)

Ch. 15: "Designing and Managing Services" The 22 Immutable Laws of Marketing, Chap. 6-10 Marketing Mistakes, Chap. 12

2. Levitt, Theodore (1981) "Marketing Intangible Products and product Intangibles," Harvard Business Review (May-June) - (summary typed & double spaced - 2 pages max - due by 9/12/2004).

Quiz #3 - Chapter 4  

Ch. 4: "Winning Markets Through Market-Oriented Strategic Planning" The 22 Immutable Laws of Marketing, Chap. 11-14 Marketing Mistakes, Chap. 10 & 11

3. Levitt, Theodore (1975), "Marketing Myopia," Harvard Business Review, (September/October), 26-48. (summary typed & double spaced - 2 pages max - due by 9/19/2004).

Week Five - 9/20/2004

Quiz #4 - Chapters 5 & 6  

Ch. 5: "Gathering Information and Measuring Market Demand;"
Ch. 6: "Scanning the Market Environment"
The 22 Immutable Laws of Marketing, Chap. 15-18
Marketing Mistakes, Chap. 4

Week Six - 9/27/2004

Quiz #5 – Chapters 7 & 9  

Ch. 7: "Analyzing Consumer Markets and Buyer Behavior"

Ch. 9: "Dealing with the Competition"

*** Book Review ***
Ries, Al & Trout, Jack, Positioning: The Battle for Your Mind. New York: Warner Books, 1986 (8 pages max book review due by 10/3/2004).

Week Seven - 10/4/2004

Quiz #6 - Chapter 10 & 11  

Ch. 10: "Identifying Market Segments and Selecting Target Markets"
Ch. 11: "Positioning & Differentiating the Market Offering through the Product Life Cycle"

Week Eight - 10/11/2004

Ch. 12: "Developing New Market Offerings"

Week Nine - 10/18/2004

Exam #1 (Chap. 1-7, 9-11) - due 10/24/2004

The mid-term exam will be posted to the web-board and also sent out via e-mail. Without fail, the completed exam (typed and double spaced in MS Word) MUST be received (as an attachment to an e-mail) by the due date. Without exception, failure to adhere to the strict deadline will result in a lowering of your grade for the examination by 30 points.

Week Ten - 10/25/2004

Quiz #7 – Chapters 12 & 13  

Ch. 13: "Designing Global Market Offerings."
Marketing Mistakes, Chap. 13

Optional Reading:
Lovelock, Christopher and Evert, Gummesson (2004) "Whither Services Marketing?" Journal of Service Research, Volume 7, No. 1. August 2004 20-41

5. Levitt, Theodore (1968) "The Globalization of Markets," Harvard Business Review, (November-December): 102 (summary typed & double spaced - 2 pages max - due 10/31/2004).

Optional Reading:
(2004) "Marketing To China's Consumers" The McKinsey Quarterly, 11.04.04, 11:08 AM ET

Week Eleven - 11/1/2004

"Marketing Ethics: Obligations and Responsibilities"
Marketing Mistakes, Chap. 22

6. Hamilton, Brooke (1993), "Ethical Decision Making," Business and Society, Course Booklet, University of Southwestern Louisiana (8 pages max - review due by 11/14/2004).

Week Twelve - 11/8/2004

Quiz #8 - Chapter 14 & 16  

Ch. 14: "Setting the Product and Branding Strategy"

Optional Reading:
BusinessWeek online (November 29, 2004), "Why Kraft is on Crash Diet."

Ch. 16: "Developing Price Strategies and Programs"

Marketing Mistakes, Chap. 20 & 21

7. The Wall Street Journal (1981), "Prices: How They Get Set," (summary typed & double spaced - 2 pages max - due 11/21/2004).

11/11/2004 Veterans Day Observed (No Classes)

Week Thirteen - 11/15/2004

Quiz #9 - Chapters 17, 19, 20  

Ch. 17: "Designing and Managing Value Networks and Marketing Channels"

Optional Reading:
Donelly/Elizabethtown, Sally B. (2004) "Out of the Box" Time Magazine, Inside Business/Strategy, November 8, 2004

Ch. 20: "Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing"

11/22/ to 11/28/2004 Thanksgiving Break (no Classes)

Week Fourteen - 11/22/2004

No Classes

Week Fifteen - 11/29/2004

Quiz #10 – Chapters 21 & 22  

Ch. 21: "Managing the Sales Force"
Ch. 22: "Managing the Total Marketing Effort"
Marketing Mistakes, Chap. 24

Week Sixteen - 12/6/2004

Review & Final Exam

12/7 to 12/8/2004 University Reading Days (No Classes)

FINAL EXAM DUE - Wednesday 12/15/2004 by 11:00 p.m.