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Antioch University
Santa Barbara

References

Instructor

PLEASE NOTE:

Most of the readings and other materials on this site are protected under US copyright law, but are permitted for use here under the 2002 Technology Education and Copyright Harmonization Act. Please do not disseminate the materials or link to them.

Week 1:

• Text: Preface, Chapters 1, 6

• A Review of Today's Global Brands

• Fighting The Cola Wars in Schools

• The Cola Wars in Space

Online Exercise: Marketing Glossary  (Key Terms: Acquisition Cost, Brand, Channel of Distribution, Competitive Advantage, Market, Market Segmentation, Market Share, Marketing Mix, Value Proposition)

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Week 2:

• Text: Chapters 2, 5

• Analysis of the Cereal Industry

• Stealth Marketing

Online Exercise: Marketing Strategy Overview

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Week 3:

• Text: Chapter 9

• Why Market Research is a Waste of Money

Online Exercise: Marketing Plan - Suckers! 

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Week 4:

• Text: Chapter 10

• Marketing Appeals & Tactics

Online Exercise: Marketing Research Resources

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Week 5:

• Text: Chapter 7

• World's Top Advertising/Marketing Countries

Online Exercise: Visit ExpertCity Website

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Week 6:

• Text: Chapters 3, 4

• Powell Charms MTV Audience

• The AdCouncil

• "Take a Bite Out of Crime" Spot

• Public Relations Primer

Online Exercise: Hofstede's Cultural Dimensions

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Week 7:

• Text: Chapter 8

• Jeff Manning: Godfather of Got Milk?

• Coca-Cola "Hilltop" Commercial

• On Trademarks, Copyrights, and Patents

Online Exercise: Browse PR & Marketing Articles

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Week 8:

• Text: Appendix pps. 221-227

• Illegal Acts: Pumping Stocks

• When a Sin Product Makes for a Sinful Marketer

• A Marketing Tool to Explain Affirmative Action

Online Exercise: Center for the Study of Ethics in the Professions

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Week 9:

• Text: Chapter 11

• Marketing Career Profile

• Sample US Salaries/Positions in Marketing

Online Exercise: Browse Marketing Career Links

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