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Marketing Diploma Program 

Spring 2004

Marketing in the 21st Century

  Instructor: Steven R. Van Hook, M.A.
E-mail: steven@wwmr.org
http://wwmr.org/ip-marketing/  

 

MEETINGS: Thursday, April 29 – Friday, May 7, 2004

DESCRIPTION: Students will study current and emerging technological and social changes impacting marketing models in the United States and around the world, through extensive use of multi-media presentations and online resources.  Students will be able to access online materials through the course website at http://wwmr.org/ip-marketing/

CLASS SCHEDULE:

Thurs/April 29
9:00 – 12:30
Day 1

Syllabus review, course expectations, content introduction and class resources. The changing world & marketing mix, targeting, positioning, branding, marketing messages. The future marketplace.
Online Exercise: Review readings and glossaries.

Fri/April 30
9:00 – 12:30
Day 2

New interactive media: online and wireless advertising. Interactive advertising formats. New marketing models (CPM, CPC, CPA). Global demographics. Developing international websites. Marketing McDonald’s around the world.
Online Exercise: Visit websites and review interactive advertising formats.

Mon/May 3
9:00 – 12:30
Day 3

International marketing media. New tools in marketing research. Marketing plans for online ventures.
Online Exercise: Review sample marketing plan for online venture.
Online Exercise: New marketing research resources.

Tues/May 4
9:00 – 12:30
Day 4

Review of field visit. “Glocalization” and “Prosumers”: new terms of marketing. Marketing “glocally.” Transcultural message development.
Online Exercise: Review readings.

Thurs/May 6
9:00 – 12:00
Day 5

Contemporary topics in modern marketing. Career options. The future of marketing and emerging technologies.
Online Exercise: Browse marketing career links.

Fri/May 7
9:00 – 12:00
 1:00 – 3:00
Day 6

Course wrap-up. Introduction to field visit: case study. Reality Tour.

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