Marketing Fundamentals (BUAD 307) Course Podcast
By Lars Perner, Ph.D.
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Podcasts of Dr. Lars Perner's Marketing Fundamentals (BUAD 307) lecture sessions at the Marshall School of Business of the University of Southern California. This is an introductory marketing course, surveying basic topics in marketing. Topics covered include the marketing environment, social responsibility, international marketing, consumer behavior, segmentation, targeting, and positioning, and the marketing mix variables of product, price, promotion, and distribution. Special emphasis is put on win-win marketing strategies and opportunities for firms to increase profits by partnering with non-profit and charitable groups. Dr. Perner is an Assistant Professor of Clinical Marketing at the Marshall School of Business of the University of Southern California.
||Marketing Strategy||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||4 5 2010||Free||View In iTunes|
||Welcome to BUAD 307!||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, electronic commerce (Internet marketing), market resea||4 5 2010||Free||View In iTunes|
||Electronic Commerce (Internet Marketing)||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 mor||5 5 2009||Free||View In iTunes|
||Pricing||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||5 5 2009||Free||View In iTunes|
||Promotion||Promotion–including elements such as advertising, sales promotion, public relations, point of purchase promotions, and personal selling–is discussed. Promotional choices are compared. Emphasis is placed on the issue of the considerable compe||3 5 2009||Free||View In iTunes|
||Distribution||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 normally perfo||3 5 2009||Free||View In iTunes|
||Final Paper||The optional final paper for the course is discussed. Final Paper||9 4 2009||Free||View In iTunes|
||Product||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, co-branding, and brand extensions. Product||9 4 2009||Free||View In iTunes|
||Segmentation, Targeting, and Positioning||This podcast discusses rationales and methods for segmentation, selection of target markets, and positioning. Repositioning and multidimensional scaling (perceptaul maps) are discussed. Segmentation, Targeting, and Positioning||5 4 2009||Free||View In iTunes|
||Market Research||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 interviews, observation, scanner data, projective metho||4 4 2009||Free||View In iTunes|
||Midterm Review||Review of the answers to the midterm. Midterm Answer Discussion||30 3 2009||Free||View In iTunes|
||Applications Paper Option #2: Consumer Analysis||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. Applications Paper–Option #2||9 3 2009||Free||View In iTunes|
||Applications Paper Option #1: Secondary Market Research Analysis||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||9 3 2009||Free||View In iTunes|
||Consumer Behavior||This podcast covers basic issues in consumer behavior including decision making, perception, attitudes, attitude change, the family life cycle, framing, and priming. Consumer Behavior||3 3 2009||Free||View In iTunes|
||Marketing Strategy||This podcast discusses marketing strategy. Topics covered include strategic planning, market balance, the Boston Consulting Group Model, SWOT Analysis, Customer Analysis, and Competitor Analysis.||16 2 2009||Free||View In iTunes|