MKT 337 –PRINCIPLES OF MARKETING (#04895) SPRING SEMESTER 2018 TUE/THU 3:30 PM –5:00 PM UTC 3.110 INSTRUCTOR Professor Sebastian Hohenberg Office: CBA 7.238 Office hours: Tuesday 11:30am –1:30pm (or by appointment) UT email: [email protected]TEACHING ASSISTANT Max Alberhasky, Marketing PhD Graduate Student UT email: [email protected]CONTACT Canvas messages are the best way to contact the professor and TA outside of class or office hours.We will respond to Canvas messages daily (on weekdays). The Canvas website for this class is the main source for important course information and communications including updates to the course schedule, additional readings, and the course script. Please enable Canvas notifications so you will be aware of important announcements, discussions, and grade posts. COURSE DESCRIPTION The primary objective of Marketing 337 will be to introduce you to the basic concepts, practices and analytical methods of marketing. The course has a broad scope, is contemporary in outlook, and managerial in orientation. Regardless of the field you ultimately choose to pursue, this course should give you a strong grounding in the marketing discipline. Most people think of marketing as the advertising, promotion and sale of consumer goods. This popular, narrow conception of marketing is not surprising given that these are the most common marketing activities with which the average person has direct experience. The scope of this course, however, will reflect the full breadth of the principles and practice of marketing. Specifically, we will cover five of the seven perspectives to marketing: 1.The theoretical perspectivecomprises general theoretical foundations as well as the fundamentals of consumer decision-making. Understanding these theories and basic concepts represents the foundation of successfully conducting marketing. We therefore start this class by focusing on the theoretical perspective of marketing. 2.The information-related perspectivedeals with the provision of high-quality information necessary for making well-grounded marketing decisions. When focusing on this perspective, we will derive and apply the fundamentals of market research (i.e., the systematic collection, editing, analysis, and interpretation of market data as well as potentials to influence the market).
2 3.The strategic perspectiveconcentrates on the examination of the strategic position of a company and the planning, evaluation, and selection of market-based strategies. In this chapter, we take the perspective of a marketer willing to create the right general company orientations and framework conditions. 4.The instrumental perspective is the core of this course. This perspective investigates how firms can apply various specific tools to attain their marketing goals and implement their marketing strategies. These tools fall into four interrelated main categories: product, price, promotion, and sales management.