Note: The following provides a suggested course description,
objectives, and an outline. These may be modified pending discussion with
the Faculty Chairs, proposing faculty, and other curriculum
reviewers.
Course Description: Data transfer from hard disk to
memory, from memory to CPU, from CPU to display adapter. All the chips,
slots and cards have to be connected to a data transfer bus for a computer
to work properly. To provide value, the computer also has to exchange
information with the world outside. The I/O bus was designed to serve this
purpose. Well functioning organizations also find that information
exchange with the outside world (marketing) is critical to their value
proposition. Information on customer requirements, competitor's activities
and demographics must be exchanged with product features, benefits, and
promotional activities for an organization to provide value and deliver
profits. In addition to information transfer, the I/O bus provides
interrupt requests. Such functionality also appears in an organization's
marketing department, allowing the organization to determine when it has
met the customer's needs, redirecting the operation onto other profitable
activities. This course will focus on marketing principles and marketing
management from the conceptual, analytical, and managerial points of view
with emphasis on technical products or services. Students will examine
business forces that influence marketing strategy and study strategic
marketing decision areas in the technically based firm, including product
selection and development, marketing research, market development,
distribution, advertising and promotion.
Course Objectives: Students will: Gain a deeper
understanding of the marketing function; Become familiar with models of
the marketing environment; Learn the vocabulary or marketers and marketing
concepts; Explore the perspectives of marketers; Learn the vocabulary or
marketing; Become more adept at interfacing with the marketing functions
within the organization.
Course Outline by Topical Areas:
| Marketing management and marketing concept
|
|
Techniques to incorporate stakeholder
requirements into marketing efforts |
|
Translating between technology
(engineering) and marketing - creating effective communication
between stakeholders to develop the right product, the right
message, and reach the right market |
| Strategic marketing planning
|
| Strategic planning, product life cycle,
new product development, advertising and selling, pricing,
distribution, governmental and other environmental influences as
these factors relate to markets and the business structure
|
| Obtaining information about market
opportunities and performing market opportunity analysis
|
| Collecting and analyzing marketing
information |
| Developing effective marketing plans
|
| Marketing, business goals and corporate
strategy |
| Marketing Strategy Development
|
|
Managing product/services offerings
|
|
Managing Distribution/Supply Chain Systems
|
| Customer satisfaction and quality
|
| How to develop market-based strategies and
tactics to capitalize on the identified opportunities
|
| Measurement of marketing opportunities and
the allocation of marketing resources |
| Strategic and tactical marketing
management |
| Competitors and competitive strategies
|
| Market segmentation/demand analysis
|
| Marketing information management and
building a supporting information system |
| Marketing analysis techniques using
computers and information systems |
| The role of marketing in organizations
|
| Marketing communications - integrated
marketing communications |
| Sales force direction and management
|
| Direct and online marketing
|
| Market control, cost analysis
|
| Legal and Ethical Considerations in
marketing strategy |
