Syllabus Spring 2016 MKTG311

Syllabus Spring 2016 MKTG311 - Introduction to...

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Introduction to Marketing (MKTG 311 Sec. 91, CRN: 17174) Spring 2016 Instructor: Tony Frontera Office Hours: M/W 11:00 AM - 12:00 PM and Office: AA 272 by appointment Tel: 607.777.4120 Class times: MWF 9:40 AM-10:40 AM [email protected] Classroom: AA G008 COURSE OVERVIEW Marketing drives the economy, an economy knowing no regional boundaries, built on creativity, technology, and the entrepreneurial spirit, and answering to the consumer. As a business disci- pline marketing is highly misunderstood. People often think of marketing as adverting, promo- tions and sales; the most highly visible aspects of marketing. This type of thinking is wrong! Marketing is much more than these visible tactics. Marketing is the art and science of creating value for customers. The discipline of marketing starts with the customer and recognizes that how effec tively a company can meet customer’s needs is the key to profitability. This course will provide you with a framework to understand marketing as a process for creating value. The course is designed to introduce the theoretical, empirical, and applications issues in marketing, which provides the foundation principles for marketing management in organizations. Key foci are processes, structures, trends, and practices related to the marketing function in organizations. Various strategies, objectives, underlying assumptions, and approaches to marketing and market- ing management in business organizations are explored. LEARNING OBJECTIVES & COURSE DESCRIPTION The key learning objectives for this course is to acquire an integrative understanding of, and the ability to apply, concepts about (a) information acquisition, management, and use , (b) customer analysis , (c) marketing mix design and marketing strategy development so that you will develop functional competency in marketing, and the desired outcome is that students, after taking this course, are able to apply knowledge of marketing to make more effective business decisions. The more specific learning objectives are: 1. Acquire an understanding of key elements of marketing including strategy, segmentation, customer satisfaction and consumer behavior. 2. Comprehend the strategic role of marketing in organizations. 3. Understand and manage market research, marketing ethics, marketing models and social media marketing. 4. Identify and address the key decisions facing marketing managers. 5. Improve your analytical, communication and leadership skills. 6. Practice the process of evaluating a market situation, developing a strategy and imple- menting a plan.
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2 The other learning goals of this course are: 1. critical thinking (to the extent that students can identify marketing problems and solve them using analytical techniques), 2. ethical awareness (to the extent that students understand the ethical/moral implications of marketing business decisions), 3. international dimensions of marketing (to the extent that students understand how mar- keting strategies vary across cultures).
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