Introduction to Marketing
TR 10:00–11:15 am
10:00 - 12:00 & 1:00 - 2:00, MW
MGMT1281, ECON1201, &
: Kotler, Armstrong, and Cunningham (2008),
Marketing is the business function that deals with customers’ unfulfilled needs and wants.
The role of
marketing in organizations is to identify and measure customer needs and wants, determine which target
markets the organization can serve, decide on the appropriate products and services to serve these markets,
and determine the optimal methods of pricing, promoting, and distributing the products or services.
Successful organizations are those that integrate the objectives and resources of the organization with the
needs and opportunities in the marketplace.
In today’s competitive environment, market-oriented thinking is a necessity.
A successful implementation of
the marketing concept requires knowledge of the internal (company) and external (competitors and
customers) environments, and how they are influenced by marketing mix variables.
This course has the following overriding objectives:
Demonstrate knowledge of the range of activities involved in marketing products and services and the
connections between marketing, other functional areas, and the organization’s goals.
Demonstrate knowledge of fundamental marketing terms and concepts.
Anticipate, identify, and analyze ethical issues in marketing decision/actions.
Demonstrate an understanding of the basic decisions encountered by marketing managers.
Demonstrate an understanding of the interrelationship between marketing mix variables.
Demonstrate an understanding of the different decisions involved in the introduction, growth,
maintenance, and demarketing of products/services
Apply marketing principles and concepts to practical decisions.
Demonstrate an ability to
identify the information required to develop and evaluate alternatives
systematically analyze the information
in particular, apply buyer behavior analyses to marketing decisions
Develop a comprehensive marketing plan.
Demonstrate an understanding of organizations’ responsibilities to consumers and society and recognize
how these responsibilities are translated into action.
Demonstrate effective time management skills by meeting deadlines and completing assignments on time.
Present and defend ideas through written and oral presentations in a professional manner.
Demonstrate active listening and communication skills by working in teams.