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Great Intro to the Subject
Not too easy. Not too difficult.
People often define "marketing" as advertising or as sales/selling. While advertising is a highly visible activity by which organizations provide information and try to persuade consumers to buy products and services, marketing is much more than just advertising. It is much more than selling. Even the most skillful advertising cannot make consumers buy things that they don't want. Rather, marketing involves identifying what consumers are looking for, and then satisfying these consumers with the right product and/or service, available through the best distribution channels, promoted in ways that motivate purchase as much as possible, and priced appropriately. These decisions – product, distribution, promotion, and price – comprise what is known as the “Marketing Mix.” Together with rigorous and complete analysis of the environment, customers, and competitors, they are the key activities of marketing management, and they are crucial ones: failure to find the right combination of the “mix” is likely to result in product (goods or service) failure.
The goals of this course are to a) introduce students to the concepts, analyses, and activities that comprise marketing management, b) provide practice in assessing and solving marketing problems, and c) serve as a foundation for marketing knowledge in general.
Hours per week:
Advice for students:
Read the material in advance of the class. Do not arrive knowing nothing about what you're about to be taught. What you are taught will reinforce what you've already read, and will probably focus on the most important things. Challenge yourself to generalize your knowledge beyond the examples you're given. For example, I study and teach linguistics, and in last week's class I taught my students about some particular construction types, looking through some examples. At the end of the second class they left being able to generalize their knowledge to new examples and be able to explain how they decided what construction a particular sentence exemplified.