DEPARTMENT OF BUSINESS ADMINISTRATION ALASKA PACIFIC UNIVERSITY MBA 642 Spring 2012 Instructor: Babu George Textbook Requirement:

A text book is not compulsory; however, I encourage you to read and keep in your possession one of the reasonably well known entry-intermediate level text books on marketing management. Background: Over the last one decade, the impact of social media upon almost every realm of our lives has grown tremendously. Now, social media is the key to many major marketing campaigns. However, despite the fact that almost everyone uses social media in some way or the other, social media driven marketing is not always simple. Given the way they make individuals and groups to think and act, social media tools have brought in a paradigmatic shift in the marketing landscape. This course will help the learner to understand the rich and complex dynamics of social media marketing. Yet, before focusing our attention wholly upon social media, we will begin our learning experience by trying to understand the more generic principles of marketing. Later in the course, social media marketing will be placed in perspective of the overarching framework of marketing as a field of inquiry. Format: This course will adopt a highly interaction oriented format. We will have a lot of discussions revolving around the key themes. Most sessions will be online. However, students are welcome to visit the campus and meet with me any time. Please do not miss the few face to face sessions that we will organize on campus. In addition to discussing the business plan, we might have some invited speakers for these sessions. Groups of students will also prepare marketing plans for the organizations of their choice. Each student will prepare a social media profile report for self, too. Note: Specific instructions on how to prepare the marketing plan and social media profile report will be provided separately. Grading: 1. Marketing plan Plan presentation: 30% Plan report: 30% 2. Class participation (based on number of sessions participated, intensity of participation, following norms of professionally accepted behavior, etc): 20% 3. Social media profile report: 20% Marketing and Social Media (3 Credits)

Instruction Interface:

Moode will be the primary platform of interface between the instructor and the students. Please keep visiting it. Moodle will be used for asynchronous discussions. As a rule, one new discussion topic and associated reading materials will be posted every week. We will have three full day long face to face sessions (3/24/2012 to 3/26/2012, from 08:00 AM to 05:00 PM). In addition, I will be available for chat on Moodle and video conferencing on Webex during 06:00 PM 07:30 PM on every Wednesday between 2/8/2012 and 4/25/2012 (12 sessions). Please long into Moodle during this time slot and enter the chat forum I have created corresponding to the discussion topic for a particular week. Key Discussion Themes: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Marketing: Its foundations Consumer behavior Market segmentation Product development Pricing Distribution Promotion Global marketing environment E-marketing Social media marketing Contemporary debates in marketing theory and practice

Extra-Credit Opportunities: Extra credit opportunities may be announced throughout the semester. Some of these opportunities include credits for attending guest lectures, participating in community events, contributing to the press, etc. Note that extra credits will be considered only if a student has a final grade that borders two letter grades (say, C and B) in which case the higher grade will be granted based on the worth of the extra credit as determined by the instructor. Students may also bring to the notice of the instructor any extracurricular activities they may have done and request extra credits. Academic Dishonesty: Academic dishonesty includes, but not limited to, cheating, fabrication, and plagiarism. Academic dishonesty may lead to an F for the course component related to dishonesty or for entire course, in accordance with the severity of dishonesty as determined by the instructor. Special Requirements: Frequent access to the internet and any commonly used data analysis software May have to go off campus for data collection and as part of experiential learning

General Caveat: This copy of syllabus is a work in progress. As an instructor, I love to take your feedback while the course proceeds and make changes in the syllabus. Most times, such changes will be minor and I will inform you in advance of any changes in the syllabus. Instructor Contacts: My office is located at Room 3, GH an APU campus. You are welcome to fix an appointment over email if you want to meet me. Wherever possible, I will try to help resolve any issue that you might have by means of electronic communication. In order to keep proper records, please consider using moodle for all important communications. However, if you need an urgent response, please email me at babugeor@facebook.com or call me at 6012554431. Americans with Disabilities Act Policy It is the policy of Alaska Pacific University to make reasonable accommodations for qualified students with disabilities, in accordance with the Americans with Disabilities Act (ADA). If a student with disabilities needs accommodations, the student must notify the Director of Counseling & Wellness Center, Career & Disability Services in the Atwood Building. Procedures for documenting student disability and the development of reasonable accommodations will be provided to the student upon request. Students will be notified by the Director of Counseling & Wellness Center, Career & Disability Services when each request for accommodation is approved or denied in writing via a designated form. To receive accommodation in class, it is the students responsibility to present the form (at his or her discretion) to the instructor. In an effort to protect student privacy, the Director of Counseling & Wellness Center, Career & Disability Services will not discuss the accommodation needs of any student with instructors. Faculty are not expected to make accommodations for individuals who have not been approved in this manner. APU is a private university of higher education. Students seeking accommodation must present documentation of disability to the Director of Counseling & Wellness, Career & Disability Services. In some cases, accommodation can be facilitated quite simply, while in other cases APU may not be capable of providing specific assistance. At all times, APU seeks to make reasonable accommodation. You may reach the Director of Counseling & Wellness, Career & Disability Services at dbpalmer@alaskapacific.edu or by calling 907-564-8345.

Syllabus copy modified on: 2/8/12