PRINCIPLES OF MARKETING
5:45-7:00pm, ST 3140
Mr. Donald M. Isenhath
Part Time Instructor
Before or after class or by appointment
Required Text Book:
Armstrong and Kotler (2011) Marketing, An Introduction, 10
Edition, Prentice Hall, ISBN 13:978-0-13-610243-4
(paper) ISBN 10: 978-0-13-602243-3.
All course material and communications will be provided through My Courses and Rockets email.
Students are expected to check regularly for new postings.
ECON 1150; ECON 1200; MIME 2600; junior standing is required.
This course is the introductory marketing course for business majors and other interested students. Marketing is a
dynamic, competitive and creative activity that is part of our everyday lives.
Although you have been exposed to
advertising, retailers, and sales representatives, there are many aspects of marketing that you have not considered
The general purpose of this course is to provide you with a basic understanding of what marketing is all
about. The course begins with classes that deal with what is marketing, marketing management, and the marketing
environment and will provide a broad picture of the course. Following this, the course will examine such issues as
marketing research, consumer behavior, segmentation, targeting, and positioning strategies.
During the rest of the
semester the course will cover product strategy, pricing strategy, distribution strategy, and promotional strategy. These
classes will address such issues as new product development, branding, advertising, sales promotion, and public