Marketing Fundamentals (BUAD 307) Course Podcast

Marketing Fundamentals (BUAD 307) Course Podcast
  • Language: eng
  • Episodes: 15
  • Last: 5 May 2010
Podcast of Dr. Lars Perner's Marketing Fundamentals (BUAD 307) course at the Marshall School of Business at the University of Southern California. This introductory marketing course covers a number of issues in marketing, including the marketing environment, social responsibility, marketing strategy, international marketing, consumer behavior, market research, segmentation, targeting, and positioning, and product, promotion, price, and distribution issues. The role of marketing in different organizations is considered. A special emphasis is put on "win-win" deals and opportunities for firms to profit by assisting non-profit organizations in fundraising. Due to privacy concerns, only the lecture session of the course--and not the discussion sections where students participate in discussions--are covered. At other institutions, this type of course is often entitled "Principles of Marketing" or "Marketing Management." Dr. Perner is an Assistant Professor of Clinical Marketing at the Marshall School of Business of the University of Southern California.

Episodes (15)

  • Marketing Strategy
    Marketing Strategy
    Play
    Published: 5 May 2010 Duration: n/a
    This talk addresses choices that firms must make to decide what they will attempt to achieve and how they will go about this given the resources they have available. Strategy Introduction to marketing, covering a variety of topics such as i... Read more →
    This talk addresses choices that firms must make to decide what they will attempt to achieve and how they will go about this given the resources they have available. Strategy Introduction to marketing, covering a variety of topics such as i... Read more →

  • Welcome to BUAD 307!
    Welcome to BUAD 307!
    Play
    Published: 5 May 2010 Duration: n/a
    This is an introduction to the Marketing Fundamentals (BUAD 307) course for the Spring, 2010 semester.  This is a survey course covering major topics in marketing such as strategy, consumer behavior,... Introduction to marketing, covering a... Read more →
    This is an introduction to the Marketing Fundamentals (BUAD 307) course for the Spring, 2010 semester.  This is a survey course covering major topics in marketing such as strategy, consumer behavior,... Introduction to marketing, covering a... Read more →

  • Electronic Commerce (Internet Marketing)
    Electronic Commerce (Internet Marketing)
    Play
    Published: 6 May 2009 Duration: n/a
    Electronic Commerce–generally synonymous with the term “Internet Marketing”–is discussed.  An emphasis is put on the economics of online commerce.  It is stressed that, in most cases, going through traditional retailers will be more cost ef... Read more →
    Electronic Commerce–generally synonymous with the term “Internet Marketing”–is discussed.  An emphasis is put on the economics of online commerce.  It is stressed that, in most cases, going through traditional retailers will be more cost ef... Read more →

  • Pricing
    Pricing
    Play
    Published: 6 May 2009 Duration: n/a
    This podcasts discusses pricing and consumer response to price.  Price is conceptualized as a ratio of sacrifice to benefits received, suggesting several ways in which price can be changed.  Several pricing strategies–”cost plus,” market ba... Read more →
    This podcasts discusses pricing and consumer response to price.  Price is conceptualized as a ratio of sacrifice to benefits received, suggesting several ways in which price can be changed.  Several pricing strategies–”cost plus,” market ba... Read more →

  • Promotion
    Promotion
    Play
    Published: 4 May 2009 Duration: n/a
    Promotion–including elements such as advertising, sales promotion, public relations, point of purchase promotions, and personal selling–is discussed.  Promotional choices are compared. ... Introduction to marketing, covering a variety of to... Read more →
    Promotion–including elements such as advertising, sales promotion, public relations, point of purchase promotions, and personal selling–is discussed.  Promotional choices are compared. ... Introduction to marketing, covering a variety of to... Read more →

  • Distribution
    Distribution
    Play
    Published: 4 May 2009 Duration: n/a
    This podcast discusses the importance of distribution in reaching the consumer.  The idea that intermediaries tend to add value and reduce costs through specialization is discussed, illustrating how a firm that attempts to perform services ... Read more →
    This podcast discusses the importance of distribution in reaching the consumer.  The idea that intermediaries tend to add value and reduce costs through specialization is discussed, illustrating how a firm that attempts to perform services ... Read more →

  • Final Paper
    Final Paper
    Play
    Published: 10 Apr 2009 Duration: n/a
    The optional final paper for the course is discussed. Final Paper Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.
    The optional final paper for the course is discussed. Final Paper Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.

  • Product
    Product
    Play
    Published: 9 Apr 2009 Duration: n/a
    This podcast covers product issues.  Addressed are topics such as product lines and product mix, new product introduction, the diffusion of innovation, the product life cycle, brands and branding,... Introduction to marketing, covering a va... Read more →
    This podcast covers product issues.  Addressed are topics such as product lines and product mix, new product introduction, the diffusion of innovation, the product life cycle, brands and branding,... Introduction to marketing, covering a va... Read more →

  • Segmentation, Targeting, and Positioning
    Segmentation, Targeting, and Positioning
    Play
    Published: 6 Apr 2009 Duration: n/a
    This podcast discusses rationales and methods for segmentation, selection of target markets, and positioning.  Repositioning and multidimensional scaling (perceptaul maps) are... Introduction to marketing, covering a variety of topics such ... Read more →
    This podcast discusses rationales and methods for segmentation, selection of target markets, and positioning.  Repositioning and multidimensional scaling (perceptaul maps) are... Introduction to marketing, covering a variety of topics such ... Read more →

  • Market Research
    Market Research
    Play
    Published: 4 Apr 2009 Duration: n/a
    This podcast discusses the distinctions between primary and secondary market research in addition to the uses of selected methods of primary market research including surveys, experiments, individual... Introduction to marketing, covering a... Read more →
    This podcast discusses the distinctions between primary and secondary market research in addition to the uses of selected methods of primary market research including surveys, experiments, individual... Introduction to marketing, covering a... Read more →

  • Midterm Review
    Midterm Review
    Play
    Published: 30 Mar 2009 Duration: n/a
    Review of the answers to the midterm. Midterm Answer Discussion Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.
    Review of the answers to the midterm. Midterm Answer Discussion Introduction to marketing, covering a variety of topics such as international marketing, consumer behavior, market research, segmentation, targeting, and positioning.

  • Applications Paper Option #2: Consumer Analysis
    Applications Paper Option #2: Consumer Analysis
    Play
    Published: 10 Mar 2009 Duration: n/a
    This podcast discusses the secod option for the Applications Paper:  Analysis of target market customers.  Some different issues are raised for consumers and organizational customers, respectively. ... Introduction to marketing, covering a ... Read more →
    This podcast discusses the secod option for the Applications Paper:  Analysis of target market customers.  Some different issues are raised for consumers and organizational customers, respectively. ... Introduction to marketing, covering a ... Read more →

  • Applications Paper Option #1: Secondary Market Research Analysis
    Applications Paper Option #1: Secondary Market Research Analysis
    Play
    Published: 10 Mar 2009 Duration: n/a
    This podcast discusses possibilities for the Applications Paper using the first option–analysis of information obtained in the Secondary Sources assignment. Applications Paper–Option #1 Introduction to marketing, covering a variety of topi... Read more →
    This podcast discusses possibilities for the Applications Paper using the first option–analysis of information obtained in the Secondary Sources assignment. Applications Paper–Option #1 Introduction to marketing, covering a variety of topi... Read more →

  • Consumer Behavior
    Consumer Behavior
    Play
    Published: 4 Mar 2009 Duration: n/a
    This podcast covers basic issues in consumer behavior including decision making, perception, attitudes, attitude change, the family life cycle, framing, and priming. Consumer Behavior Introduction to marketing, covering a variety of topics... Read more →
    This podcast covers basic issues in consumer behavior including decision making, perception, attitudes, attitude change, the family life cycle, framing, and priming. Consumer Behavior Introduction to marketing, covering a variety of topics... Read more →

  • Marketing Strategy
    Marketing Strategy
    Play
    Published: 17 Feb 2009 Duration: n/a
    This podcast discusses marketing strategy.  Topics covered include strategic planning, market balance, the Boston Consulting Group Model, SWOT Analysis, Customer Analysis, and Competitor Analysis. Introduction to marketing, covering a varie... Read more →
    This podcast discusses marketing strategy.  Topics covered include strategic planning, market balance, the Boston Consulting Group Model, SWOT Analysis, Customer Analysis, and Competitor Analysis. Introduction to marketing, covering a varie... Read more →

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