COLLEGE OF BUSINESS ADMINISTRATION
DEPARTMENT OF MANAGEMENT, OPERATIONS, & MARKETING
CALIFORNIA STATE UNIVERSITY, STANISLAUS
SUMMER SESSION:  JULY 21 - AUGUST 15, 2008

MKT 3410 Principles of Marketing (3 credit hours)
MWF 9:00 a.m. - 12:15 p.m. (C235)
Dr. Kaylene C. Williams
Office Phone: 667-3513/3507
E-mail: KWilliams@csustan.edu
Website: http://www.csustan.edu/market/williams/index.html
Office: DBH (Professional Schools Building) 234
Office Hours:
    Mon. 1:15 - 2:45 p.m.
    Other times by appt.

Catalog Description

Marketing process with emphasis on the management point of view.  Consideration is given to the role played by marketing in the economy, dynamics of consumer motivation and behavior, and problems including ethical considerations confronted by the business firm in establishing an overall marketing program.  Prerequisites:  Junior standing, ACC 2130 (may be taken concurrently), and ECON 2510.  You must have completed the prerequisites to be in the class.

Purpose of Course

This introductory course provides an overview of marketing fundamentals and terminology, marketing’s role in society and the firm, and how to use marketing concepts in managerial decision making.  By the end of the semester, each student should be able to identify and understand the concepts that typically are introduced in a beginning marketing course.

The course is divided into eight major parts.  Part 1 focuses on marketing strategy and customer relationships including topics such as marketing concept, value-driven marketing, strategic planning process, and the planning, implementation, and control of marketing strategies.  Part 2 focuses on the marketing environment, social responsibility, and ethics.  Part 3 focuses on the behavior of markets and customers including consumer buying behavior, business markets and buying behavior, global markets, and international marketing.  Part 4 focuses on using technology, information, and target market analysis to build customer relationships including topics such as marketing on the Internet, e-marketing, customer relationship management, marketing research, marketing information systems, and target market segmentation and evaluation.  Part 5 focuses on product decisions including topics such as product concepts, developing and managing products, branding, packaging, and service marketing.  Part 6 focuses on distribution decisions including topics such as marketing channels, supply chain management, wholesaling, physical distribution, retailing, and direct marketing.  Part 7 focuses on promotion decisions including topics such as integrated marketing communications, advertising, public relations, personal selling, and sales promotion.  Part 8 focuses on pricing decisions including basic pricing concepts and how to set and manage prices.  

Personal experience, class discussions and participation, cases, class lectures, trade publications and journals, videos, the Internet, and guest speakers will be used in the course.  As a result, students should be able to apply important marketing concepts in case situations.  That is, the student should develop an ability to confidently and meaningfully analyze and present marketing case problems.

Learning Objectives

Students successfully completing this course should be able to:

Primary

• Understand fundamental marketing concepts including exchange processes in the global marketplace, the marketing environment, strategic planning and marketing management, consumer/organizational buyer behavior and target market selection, marketing research, marketing mix variables (product/service, price, promotion, and place), implementation and control of the marketing program, marketing ethics and social responsibility, and electronic marketing. [M1]
• Prepare and present a cohesive, coherent oral argument or illustration before an audience of at least five people. [C1(a), M4]
• Work effectively as a member of a team to define a business-related problem, identify alternative courses of action, collect relevant information, and select and support a reasonable course of action. [C1(e), M2, M4, M5]
• Understand how business decisions affect society locally, regionally, nationally, and globally. [C3(c)]

Secondary

• Prepare a cohesive, coherent, and well-written document. [C1(b), M4]
• Prepare a presentation using an electronic medium such as PowerPoint. [C1(c), M4]
• Understand how technological issues affect business decisions. [C3(a5)] 
• Understand how life-long learning can enhance an individual's ability to add value to a business endeavor. [C4(a)]
• Understand marketing's impact on the buying decision process. [M3]

Textbooks

Pride & Ferrell (2008), Marketing, 14e, Houghton Mifflin. (Required)
Pride & Ferrell (2008), Study Guide, 14e, Houghton Mifflin. (Strongly Recommended)

As a general practice, each student should read or skim current issues of business newspapers and magazines to be aware of what is happening in the business world.