Syllabus_352_W08_003 - THE UNIVERSITY OF MICHIGAN -...

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THE UNIVERSITY OF MICHIGAN - DEARBORN SCHOOL OF MANAGEMENT Winter 2008 Section 003 K 9:55-11:10, MW K 243 FCS Instructor:  Elif Izberk-Bilgin Office:  151 FCS  Office Hours: Phone:   (313) 593-3920  Fax Number:  (313) 271-9836 E-Mail: [email protected] COURSE DESCRIPTION : Prerequisite : Sophomore Standing  MKT 352 is an introductory course in the marketing activities associated with the free market system.  The various  components and functions of the marketing activities will be discussed in an integrated framework to provide insight  into the role and scope of marketing in the business environment.  The components and functions include: product  development, pricing, promotion, distribution, consumer behavior and target market analysis. COURSE OBJECTIVES : Understand the marketing concept—the importance of the customer as a driver of all marketing activities. Understand the methods of researching the market to determine customer wants and needs so that they may be  better served. Know the tools of marketing communications, their characteristics, their relative strengths and weaknesses and  how they can be integrated to craft a successful voice in the marketplace. Understand the scenario for developing a successful new product. Understand the marketing controllable factors. Appreciate the relevance of marketing in the household, in the organization, and in the world. Understand the nuances of marketing to the global community Possess a comprehensive understanding of marketing functions to consider marketing as a career. BBA Program Learning Objectives: MKT 352 also provides the overarching context through which  contemporary issues in Marketing can be explored.  Key BBA program learning objectives relative to context that will be  addressed in MKT 352 are to:  Develop a knowledge and appreciation of ethical principles as applied to business 1
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 Communicate effectively verbally and in writing COURSE MATERIALS : Required Textbook: Marketing  McGraw-Hill Recommended writing guide:   The Elements of Style (4 th  edition) (For improving writing skills) Strunk and White Longman Publishers (approx. $10) Slides, study guides, and other supplementary material: Slides will be posted on Blackboard before  each class so you can print them and bring a copy to class if you wish.  I will also be posting study guides,  presentation tips, and other class-related material on Blackboard.  Make sure you visit the website regularly at: I may distribute additional required readings throughout the semester; you will be
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This note was uploaded on 04/02/2008 for the course MKT 352 taught by Professor Elif during the Winter '08 term at University of Michigan.

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Syllabus_352_W08_003 - THE UNIVERSITY OF MICHIGAN -...

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