INSTRUCTOR: Dr. Z.S. Demirdjian
OFFICEPHONE: (562) 985-4764
OFFICE: CBA-353
OFFICE HOURS: M W F: 9:50-11:00 and by appointment
COURSE CONTENT:
Greetings and welcome to Principles of Marketing!
This course is structured to familiarize the student with the fundamentals
of marketing as one of
the vital and creative functions of the business firm. Since "exchange"
is the core concept of
marketing, various principles and methods will be studied to show how
they facilitate the
exchange processes. Implications of marketing activities will be discussed
from the micro
(individual firm's) and the macro (total economy's) perspectives.
SINCE WE ALL WANT TO DO WELL IN THIS COURSE, PLEASE PAY ATTENTION TO THE POLICY MATTERS STATED BELOW.
COURSE OBJECTIVES:
I. To introduce the field of marketing from both academic and professional
perspectives and
to show the relevancy and applicability of marketing to all careers.
II. To apply systems approach for understanding the marketing process
and the competitive
strategies which evolve from this process.
III. To examine the impact of changing environmental forces on the behavior
of consumers,
marketing institutions, and marketing practices.
IV. To systematically evaluate the specific activities which are currently
undertaken by real
world firms.
V. To challenge students to critically examine contemporary marketing issues.
TEXTBOOK:
Principles of Marketing (8th ed.), by Kotler and Armstrong, Prentice-Hall,
1998.
CLASS ACTIVITES:
Method of instruction will comprise lectures, case studies, and discussion
of assigned topics (i.e.,
class discussions of certain controversial issues in Marketing).
GRADING METHOD:
The point system will be adopted to make continuous self-evaluation in terms of grades possible.
90% = A
80% = B
etc.
ATTENDANCE POLICY:
Attendance is very much encouraged for there will be discussions of
Marketing activities in class
(controversial issues, etc.). It behooves the student to remember that
there is a strong
relationship between excessive absenteeism and poor performance in
the course.
.EXAMS AND PROJECTS: Due to office space limitations, exams and projects will be disposed of fifteen days after you had a chance to see them in class (after feedback). Always make a copy of your projects for your file.
See CBA's rules in your schedule of classes or consul the Advisement
Center, Room 105.
SCHEDULE OF ASSIGNMENTS
Aug. 30 Course Orientation
Sept. 1 & 3 The Relationship of Marketing to Economics
UNDERSTANDING MARKETING AND THE MARKETING
PROCESS
6 Labor Day
8 Marketing in a Changing World, Chap. 1
10 Strategic Planning and the Marketing Management Process; Chap. 2
13 & 15 The Global Marketing Environment, Chap. 3
DEVELOPING MARKETING OPPORTUNITES AND STRATEGIES
17 Marketing Research and Information Systems, Chap. 4
20 Consumer Behavior, Chap. 5
22 Consumer Decision Process, Chap. 6
24 & 27 Market Segmentation, Targeting, and Positioning, Chap. 7
29 First Exam
DEVELOPING THE MARKETING MIX
Oct. 1 & 4 Designing Products, Chap. 9
6 & 8 Pricing Products, Chap. 10
11 & 13 Distributing Products, Chap. 12
15 & 18 Retailing and Wholesaling, Chap. 13
20 & 22 Promoting Products, Chaps. 14
25 & 27 Promoting Products, Chap. 15
MANAGING THE MARKETING EFFORT
29 & Nov. 3 Building Customer Satisfaction, Chap. 18
5 Midterm Exam
8 & 10 The Global Marketplace, Chap. 19
EXTENDLNG MARKETING
12 & 15 Video Case Analysis
17 & 19 Services Marketing and Nonprofit Marketing
22 & 24 Video Case Analysis
25 - 26 Thanksgiving Day!
29 & Dec. 1 Marketing and Society, Chap. 20
3 & 6 Ethical Issues in Marketing
8 Future Trends in Marketing
10 Review
17 - 22 Final Exams