MAR 201 SP19_Syllabus_CORUS-1(1).docx

MAR 201 SP19_Syllabus_CORUS-1(1).docx - DR CANAN CORUS...

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Course Description Marketing is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Marketing seeks to meet organizational objectives by effectively satisfying customers in a dynamic environment. This course provides an overview of marketing processes and marketing principles, and provides students with the opportunity to apply the key concepts to practical business situations. Learning Objectives Upon completion of this course, students should be able to: Understand the basic terminology, concepts and tools of modern marketing practice. Understand market planning and how it fits into the strategic planning process. Understand the consumer decision-making process and the factors that affect it. Understand the elements of the marketing mix (product, price, promotion, distribution) and the importance of integrating these elements. Understand that marketing draws from the concepts and theories of the social sciences and to obtain an understanding of how they are applied in the practice of marketing. Recognize the importance of environmental scanning in assessing the social, cultural, legal, and economic factors that affect a marketer’s decisions. Apply the key principles and use the terminology marketers use to discuss marketing issues. Identify and apply the key tools that marketers use to deal with marketing issues, specifically using quantitative methods such as Simmons/Choices III and MRI. A very important learning goal of this course is improving oral and written communication skills through developing and presenting a comprehensive Marketing Plan that articulates challenges and trends in the marketing environment and how they impact marketing strategy and programs. You will be able to conduct a marketing situation analysis and a comprehensive plan by: Writing a clear, well-organized and well-researched report. Making a professional oral presentation to the class. Marketing at a global level will be our overarching focus throughout the course. References will be made to issues regarding cultural, legal, social, and economic environments in global markets. DR. CANAN CORUS Department of Marketing Lubin School of Business (212) 618-6431 [email protected] PRINCIPLES OF MARKETING Marketing 201 Fall 2018 F 9-12 ; Office Hours: F 8-9 am, 12-1:30, 4:30- 6pm
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Required Text Kerin, Roger A., Steven W. Hartley, and William Rudelius, Marketing, 13 th edition, McGraw Hill. Evaluation and Grading Individual Work: Exams (55% of total grade) The course includes one midterm (worth 15 %) and a final (worth 40%) covering material from both the text assignments and the lecture. To prepare for the evaluation on the material in the textbook, you should carefully read and outline the chapters.
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