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B221 - Principles of Marketing
Course details are provided as a general guide. Faculty may change certain aspects associated with the description that follows. Please check with the bookstore for specific textbooks and other required readings. Faculty may also place required readings on reserve at Gutman Library or on the Library's ERES (electronic reserve) system. Course registrants are responsible for obtaining a syllabus and project descriptions from the instructor.
RECOMMENDED READING: (optional)
The Wall Street Journal; New York Times; Business Week; Forbes; Fortune; Industry Week.
COURSE DESCRIPTION:
Principles of Marketing is a first-year business core course in which the main functions, institutions, and concepts of marketing are studied. Attention focuses upon providing an analytical and corporate framework for studying and understanding the marketing system within changing environmental conditions.
COURSE PREREQUISITES:
There are no prerequisites for this course.
COURSE OBJECTIVES & EXPECTED OUTCOMES:
An objectives of this undergraduate course is that students become familiar with the basic principles and concepts of the marketing of goods and services. Another objective is the to develop the ability to explain and apply these principles and concepts to actual situations and current events.
Upon completion of the course, students should understand the role of marketing in the firm and society. It is also expected that students understand the interdependence of marketing, consumers, and the ever-changing environment. Furthermore, it is expected that those leaving this course will possess a basic understanding of how marketing, psychology, and sociology are related.
COURSE POLICIES:
Please refer to the policies page for minimum expected standards and behavior in all classes.
COURSE OUTLINE:
Week 1 |
Introduction; Developing Relationships; Creating Value |
Week 2 |
Marketing Environment; Role of Marketing in Society |
Week 3 |
Global Marketing; Marketing Planning |
Week 4 |
Market Forecasting; Marketing Research |
Week 5 |
Market Segmentation |
Week 6 |
Consumer Behavior |
Week 7 |
Business-to-Business Marketing; Relationship Marketing |
Week 8 |
Product Strategy; New Product Development |
Week 9 |
Brand Management; Marketing of Services |
Week 10 |
Distribution; Retailing |
Week 11 |
Logistics; Integrated Communications |
Week 12 |
Advertising and Sales Promotion |
Week 13 |
Personal Selling |
Week 14 |
Price Determination; Managing the Pricing Function |
Week 15 |
Careers in Marketing; Consumerism |
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