WELCOME TO MARKETING FUNDAMENTALS (BUAD 307)!

1. WELCOME TO MARKETING FUNDAMENTALS (BUAD 307)!

2. BUAD 307MARKETING FUNDAMENTALS

3. Course Web Site

4. Textbooks Erik Qualman (2010), Socialnomics: How Social Media Transforms the Way We Live and Do Business (paperback edition), Wiley, ISBN-13: 9780470638842. Dhruv Grewal and Michael Levy (2012), Marketing, 3rd ed., McGraw-Hill Irwin, ISBN-13: 978-0078028854

5. Why does Tony the Tiger wear a scarf?

6. 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

7. 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

8. 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.

9. Computers and cell phones are not permitted under any circumstances during lecture sessions. During discussion sessions, computers are permitted only when specifically authorized for in-class projects.

10. SURFING PSYCHOS

11. Class Meetings and Office Hours

12. Course Objectives • Understand the role of marketing in firms that function in an increasingly global and competitive market; • Understand basic concepts and ideas used in marketing; • Develop knowledge and tools necessary to design and implement effective marketing programs; • Understand the advantages, disadvantages, opportunities, and tradeoffs involved in different marketing strategies and choices; • Appreciate ethical implications of marketing decisions; and • Appreciate the dual roles of formal analysis and creativity in designing and implementing effective marketing programs.

13. Application to needs of real firms rather than memorization Broad overview of marketing Assignments require individual initiative and thinking Course Philosophy

14. Grading

15. 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.

16. 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.

17. 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 Some Topics Covered In This Course

18. PROJECT PRODUCT OR SERVICE CHANNEL FOR DISTRIBUTING AN EXISTING PRODUCT OR NEW OR OR TARGET MARKET FOR AN EXISTING TYPE OF PRODUCT PRODUCT OR SERVICE “TRANSPLANTED” FROM ONE COUNTRY TO ANOTHER OR

19. 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.

20. Project Structure • Proposal • Office visit to discuss the proposal • Secondary Market Research • Applications Paper

21. Examples: A New Product or Service • A traffic decision support system that tells drivers when it is safe to switch lanes and make other changes in dense traffic. • Secular values training and leadership programs for children of busy parents not involved in organized religion

22. 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.

23. 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.

24. Examples: Existing Product for a New Country • Fortune cookies (which are actually not used in Mainland China).