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This course teaches students the basic marketing concepts and functions in modern firms. As such, this is a survey class designed to provide insights into the basic principles of marketing management. In particular, it focuses on the strategies and tools a marketing manager may undertake to meet the needs of their customers.
We will first discuss the role of marketing and the business environment in which firms face their primary challenges and opportunities.
We will then concentrate on the strategic considerations, including segmentation, targeting, and positioning. A substantial amount of time is then devoted to the execution of marketing strategies using specific marketing mix decisions.
3. Students will be able to group and organize marketing mix activities into the product, price, promotion, place (4P) classification framework.
There are two exams: midterm and final. The exams will be non-cumulative, close-book and consist of a combination of multiple-choice, calculation, and short answer questions. Put together, these exams will account for 60% of your total score. The Midterm Exam will be on
The Group Marketing Project accounts for 30% of your total score. Each group consists of 4 to 5 students. The group membership will be randomly determined by the instructor. Each group will choose a company/service/product to research and then develop a marketing plan. You can choose: a national/local business/organization, a new product or service, or an existing product or service that is in trouble. I will provide you with an outline for the group project shortly.
Each group will submit a two-page proposal for their project on Sept. 24, at the end of the class. The proposal will NOT be graded. You will also be asked to make a mini-presentation in the second half of the semester. The mini-presentation serves to update the class with your group\u2019s progress and gives you an opportunity to practice your presentation skills. It should last about 3 minutes. Your performance at the mini-presentation will NOT be graded. The purpose of these non-graded exercises is to get you to apply marketing concepts and tools as early as possible, allow the instructor to offer helpful feedback to each team, and help you do well in your marketing project.
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