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Principles of Marketing - Study Guide

Principles of Marketing - Study Guide - Principles of...

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Principles of Marketing Spring 2011 Instructor: Saima Jawaid Khan E-mail: [email protected] Course Outline Introduction Principles of Marketing introduces you to the essentials of marketing (key concepts, methods of analysis, strategies and tactics) critical to managing profitable customer relationships in today's dynamic and connected environment. Specifically, the course goals are: To introduce you to marketing strategy and to the elements of marketing analysis: customer analysis, company analysis and competitor analysis. To familiarize you with the elements of the marketing mix (product, pricing, promotion, and distribution strategies) To enhance your problem solving and decision making abilities by learning how to leverage strategic marketing analysis to inform tactical marketing mix decisions while providing you with a comprehensive framework to evaluate marketing decisions and to create successful marketing initiatives. To expand your knowledge of the marketing industry while increasing your awareness of the strategic and tactical decisions behind today's top performing brands. Format Classroom activity will consist of lectures, class discussions and in-class exercises based on the assigned cases and readings. Lectures will refer to, but not review, all material in the textbook. You will be expected to come to class having read all assigned readings and ready to share and discuss. Discussions will focus on the application of concepts rather than mere reviewing. Required Text Philip Kotler, Gary Armstrong: Principles of Marketing, 12 t h Edition , Prentice Hall Attendance Policy Students taking this course for a credit must attend the first class. It is strongly recommended that students attend every class session. Less than 80% attendance will automatically award an F grade.
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Grading Scheme Mid-term Exam Final Exam Team Project and Presentation Class Preparation Discipline 35% 35% 20% 5% 5% Final grades usually range from A to C. Keep in mind that your grade is not always a
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