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Fundamentals of Marketing
Fundamentals of Marketing
Course Description:
Introduction to the principles of modern-day marketing covering key
topics as consumer behavior and demographics, marketing research, product
development and pricing, marketing of business services, designing a
marketing plan, mass advertising, sales promotion techniques and public
relations, product distribution channels, international marketing, and
current marketing issues.
Course Requirements:
Mid-Term Exam and/or Marketing Plan (50% of grade)
Final Exam (50% of grade)
Course Textbook
Marketing Management
Philip Kotler
Millenium Edition
Course Outline
Introduction
Brief overview of the history of marketing as it developed into a business
science; a review of the key points in marketing ethics.
Pricing Strategy
How product pricing is determined from both a company and consumer
perspective; also the different types of pricing used by marketers.
Advertising (Promotion)
Explores the creative world of mass advertising, specifically, how ads are
created and the process of media placement. Also covered is the need for
effective sales promotion and good salespeople. Also how public relations
fits into the any promotion campaign.
Distribution (Placement)
Details the distribution channels moving products from the factory to the
purchaser with special emphasis on retail and wholesale distribution.
Final Exam
Multiple-Choice
Fill-In