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FAIRLEIGH DICKINSON UNIVERSITY SAMUEL J. SILBERMAN COLLEGE OF BUSINESS ADMINISTRATION DEPARTMENT OF MARKETING AND ENTREPRENEURSHIP Course Title: Principles of Marketing Course Code: MKTG 2120 Semester: Spring 2010 Meeting Times: Tuesdays 5:25-8:00pm Meeting Place: EWC 303 Instructor: Dr. Burçak Ertimur Office: DH2226 Email: [email protected] Phone: (201) 692-7242 (*email preferred) Office Hours: Mon 3:00-5:00pm, Tues 4:00-5:00pm (or by appointment) COURSE DESCRIPTION: Principles of Marketing is an introductory course that is designed to enable the student to understand the basic concepts and tools of modern marketing practice and appreciate the importance of marketing decisions dealing with product, price, distribution and promotion. The course will emphasize the interplay between these marketing decisions and environmental forces (competitive, economic, technological, socio- cultural, and legal-regulatory). The course will also provide the student with an understanding of consumer behavior, market research, market segmentation and positioning. PREREQUISITE: Students taking this course need to have Sophomore standing, having completed 32 credits . OUTCOMES: Upon completion of this course, students should be able to: 1. Understand the basic terminology, concepts and tools of modern marketing practice. 2. Understand market planning and how it fits into the strategic planning process. 3. Understand the current challenges and trends in the marketing environment and how they impact marketing strategy and programs. 4. Understand the types, importance and uses of market research. 5. Understand the consumer decision-making process and the factors that affect it. 6. Understand segmentation, targeting and positioning. 7. Understand the process and importance of new product development. 8. Understand the elements of the marketing mix (product, price, promotion, distribution) and the importance of integrating these elements. 9. Be able to conduct a marketing situation analysis Write a clear, well-organized and well-researched report. Make a professional oral presentation to the class. 10. Be sensitive to the ethical issues in marketing. 11. Be a more knowledgeable and responsible consumer. RELATION TO THE SCB MISSION: The goals of this course are in keeping with the SCB mission, which stresses academic excellence and practical business knowledge blended with a global and multi-cultural orientation. Specifically, the course provides a rigorous program covering the basic terminology, concepts, tools, theory, and practices of contemporary marketing management. Furthermore, the course provides an appreciation of the increasingly diverse and global marketplace.
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2 REQUIRED TEXT: Gary Armstrong and Philip Kotler, Marketing: An Introduction 9 th Edition , Prentice Hall. (ISBN: 9780138157180) *** Additional readings will be posted on Blackboard or distributed in class. COURSE STRUCTURE AND MATERIALS:
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This note was uploaded on 01/27/2010 for the course MKTG MKTG 2120 taught by Professor B.ertimur during the Spring '10 term at Fairleigh Dickinson.

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