2208F-Lu-Irene-2.pdf - Carleton University Sprott School of...

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Carleton University Sprott School of Business BUSI 2208 F Winter 2019 Introduction to Marketing Last updated on December13, 2018 Professor: Dr. Irene Lu Office: 929 DT Office Hours: By appointment only Email: [email protected] Telephone: 613-520-2600 ext. 2970 Course meets: Mondays, 8:35 a.m. to 11:25 a.m. Pre-requisites & precluded Courses: Precludes additional credit for BUSI 2204. Prerequisite(s): BUSI 1004, ECON 1000 and one of BUSI 1701, PSYC 1002, SOCI 1005. Restricted to students enrolled in B.Com. or B.I.B. COURSE DESCRIPTION FROM UNDERGRADUATE CALENDAR: Overview of the marketing function within the firm. Introduction to key marketing concepts and principles; business environment analysis, strategic decision making (segmentation, targeting, positioning), marketing mix planning (product, price, place promotion). Analysis of marketing problems using cases and major project. [0.5 credit] COURSE OBJECTIVES The main objectives of this course are to introduce students to the basic marketing concepts, methods and terminology, and to enable you to develop an understanding of marketing’s role in modern organizations, on the one hand, and in the Canadian economic and social framework, on the other. The course will: q examine the role of marketing and review its theoretical justification; q introduce the main concepts, principles, and terminology of marketing; q study environmental forces in markets and the behaviour of consumers within them; q familiarize participants with the main elements of marketing strategy; q outline the characteristics of marketing strategies in different application contexts; and q provide an opportunity to begin developing the analytical and implementation skills needed for effective decision making in marketing and other management disciplines.
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2 In addition, the course is designed to provide you with an opportunity to develop basic research and communication skills necessary to marketing decision-making and a successful career in marketing. As an introductory course, it will present a comprehensive overview of the entire marketing process. Other courses offered in the Marketing area will allow you to pursue your interests in more depth. REQUIRED RESOURCES: The required textbook Lamb, CW, Hair, JF, McDaniel, C., Boivin, M., Gaudet, D., Shearer, J (2019) MKTG, Four Canadian Edition . Toronto: Nelson Education. ISBN-10: 0176854800 ISBN-13: 9780176854805 A hardcopy of the text is on reserve in the university library. COURSE NORMS: Use of cuLearn This course uses cuLearn, Carleton’s new learning management system. To access your courses on cuLearn go to . For help and support, go to . Any unresolved questions can be directed to Computing and Communication Services (CCS) by phone at 613-520-3700 or via email at [email protected] .
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