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Unformatted text preview: BUSI 2204 B Basic Marketing Fall 2007 Professor: Marla Spergel Telephone: 520-2600 ext. 2911 Office: 902 Dunton Tower Office Hours: Tues- 9:00-11:00am Class: ME 3269 Tuesday 11:35am-2:35pm e-mail: [email protected] COURSE PREREQUISITES : The prerequisites for this course are Registration in B.I.D., B. P.A.P.M., Minor in Business or the Management Concentration in Engineering. COURSE OBJECTIVES Viewed broadly, marketing is the process by which organizations and/or individuals exchange values with each other. In this sense, one can observe marketing in action wherever one looks –in commercial transactions (products or services for money), government programs (taxes for services), nonprofit organizations (volunteer time for a sense of satisfaction), politics (votes for satisfactory election platforms), the job market (qualifications for job offer), and everything in between. Marketers work closely with, and often lead, all other departments within an organization in developing and offering to its markets its part of the value exchange. A good grasp of how markets and marketing work, therefore, is essential regardless of one’s particular career path or the type of organization that one works for. The main objective of this course is to develop a basic managerial understanding of marketing and its role in modern organizations, the economy, and society at large. The course will: • Examine the role of marketing and review its theoretical justification; • Introduce the main concepts, principles, and terminology of marketing; • Study environmental forces in modern markets and the behavior of buyers within them; • Familiarize participants with the main elements of effective marketing strategy; and • Outline the characteristics of marketing strategies in different application contexts. Students are expected to actively participate in class. Class participation is the classroom equivalent to professionals' participation in meetings and is an important part of learning in this course. Consistently informed participation, reflecting regular, close reading of the assigned texts is expected. Two key principles shall guide this course: respect for others and academic integrity. Text : Solomon, Stuart, Carson and Smith, Marketing: Real People, Real Decisions, Prentice Hall, updated Second Canadian ed., (2005). Readings : Additional readings may be assigned on certain topics Recommended Reading (on reserve in the library): 1 Bonoma, Thomas V., and Thomas Koznik (1989) Learning by the Case Method in Marketing, Upper Saddle River, NJ: Pearson Prentice Hall in conjunction with the Harvard Business School. Mauffette-Leenders, Louise A., James A. Erskine, and Michiel R. Leenders (2005) Learning with Cases . London ON: Richard Ivey School of Business, University of Western Ontario EVALUATION CRITERIA SUMMARIZED Assessments Total Value Individual Written Case analysis 15% Group Marketing Plan r Presentation 5% r Written report 10% 15% In-class exercise...
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- Winter '07
- Marketing, strategy options, Marketing Plan Group