06M.100 Fall 2010

06M.100 Fall 2010 - Introduction to Marketing Strategy...

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Unformatted text preview: Introduction to Marketing Strategy 6M:100SCB Fall 2010 Thursdays 6:00PM 8:45PM Room C107 Pappajohn Business Building Instructor : Tom Walsh Office: W178 PBB Office Hours: Thursdays 4-6:00PM, other by appointment Phone: 335-1832 (office) 563-590-5228 (cell) Email: thomas-walsh-1@uiowa.edu Prerequisites: 6E:1 Principles of Economics / Junior standing (minimum of 60 hours) Required Text: MKTG 4th Edition by Lamb, Hair, McDaniel /Thomson South-Western 2010. The text book may be available only the Union Bookstore. While I will not hold you responsible for material that I have not covered in class, it is in your best interests to read the corresponding chapters before the class in which we discuss them (see schedule below). Additionally, I think you will find the textbook indispensable in preparation for the two or three examinations (to be determined by class vote). At least one copy of this book is on reserve at the Pomerantz Business Library. Assignments: Assignments will be noted in class and posted on the web site. It is the students responsibility to print out materials for lecture and discussion section and come to class prepared to discuss them. COURSE INTRODUCTION Introduction to Marketing You are on the edge of the biggest change in the way marketing is going to be conducted since the inceptions of mass production and mass communication. You will be the drivers of this change and this change will happen and continue to happen at lightning speeds. Organizations operate in a complex, dynamic and competitive environment. In serving their customers, they face constant challenges, especially due to frequent changes in their environment. Marketing is a discipline that describes the art and science of analyzing markets and harnessing available forces to best serve the organization's customers. This course introduces students to the principles and practices of marketing in the contemporary environment. It also provides training in writing and spreadsheet analysis. These are skills 1 marketing managers need to succeed in the work place. The course presupposes no prior knowledge of the subject, aside from the regular prerequisites. Course Objectives and Learning Outcomes The objectives of the course are to: Provide you with an integrated view and appreciation of the marketing process Introduce you to marketing terminology and concepts Introduce you to the basic practices and problems in marketing and to the skills involved in marketing management Emphasize the importance of both predicting and analyzing consumer's responses to marketing actions...
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This note was uploaded on 09/15/2011 for the course 6M 100 taught by Professor Staff during the Spring '11 term at University of Iowa.

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06M.100 Fall 2010 - Introduction to Marketing Strategy...

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