principles of marketing
Principles of Marketing
MK 301 A
Fall 2012
Professor:
Office:
Phone:
Email:
Office hours:
Joyce X. Zhou, Ph.D.
Cremer Hall 503
(620)341-6594 (office) 341-5345 (dept.& messages) xzhou@emporia.edu (preferred mode of contact)
MWF 8:30-11am & F 11:50-12:20 pm
Course Description
Introduction to the concept of marketing and its application including customer focus; the importance and formulation of the marketing mix in marketing decision making; strategy and use of market segmentation, targeting, and positioning; the marketer’s focus/responsibility for revenue and profitability; and integrated marketing communications; plus, an overview of career opportunities in marketing. Prerequisite: one 3 hour Principles of Economics course and junior standing. Course Objectives
1. To provide you with a foundation in the principles, basic concepts and methods of marketing and marketing mix decision-making.
2. To familiarize you with a large number of marketing companies worldwide through examples and case studies.
3. To explain the nature of change in global markets and its subsequent effects on marketing planning, practice and competition.
4. To familiarize you with broader social and ethical concerns arising from marketing activities, such as the need for environmental protection and sustainable development practices, corporate social responsibility, and aspects of human rights such as privacy, dignity, safety, freedom of speech, and freedom of choice.
Required Textbook
Lamb, Charles W. Hair, Joseph F., and Carl McDaniel (2012), Essentials of Marketing, 7th edition, South-Western Publishing: Mason, Ohio.
Course Format
The course will be conducted in a combination of lectures, discussions, and individual/group work. To facilitate the learning process, it is important that you are prepared for every class.
Please keep pace with the reading.
1
Course Participation
Course participation can be earned through verbal contributions and
MK 301 A
Fall 2012
Professor:
Office:
Phone:
Email:
Office hours:
Joyce X. Zhou, Ph.D.
Cremer Hall 503
(620)341-6594 (office) 341-5345 (dept.& messages) xzhou@emporia.edu (preferred mode of contact)
MWF 8:30-11am & F 11:50-12:20 pm
Course Description
Introduction to the concept of marketing and its application including customer focus; the importance and formulation of the marketing mix in marketing decision making; strategy and use of market segmentation, targeting, and positioning; the marketer’s focus/responsibility for revenue and profitability; and integrated marketing communications; plus, an overview of career opportunities in marketing. Prerequisite: one 3 hour Principles of Economics course and junior standing. Course Objectives
1. To provide you with a foundation in the principles, basic concepts and methods of marketing and marketing mix decision-making.
2. To familiarize you with a large number of marketing companies worldwide through examples and case studies.
3. To explain the nature of change in global markets and its subsequent effects on marketing planning, practice and competition.
4. To familiarize you with broader social and ethical concerns arising from marketing activities, such as the need for environmental protection and sustainable development practices, corporate social responsibility, and aspects of human rights such as privacy, dignity, safety, freedom of speech, and freedom of choice.
Required Textbook
Lamb, Charles W. Hair, Joseph F., and Carl McDaniel (2012), Essentials of Marketing, 7th edition, South-Western Publishing: Mason, Ohio.
Course Format
The course will be conducted in a combination of lectures, discussions, and individual/group work. To facilitate the learning process, it is important that you are prepared for every class.
Please keep pace with the reading.
1
Course Participation
Course participation can be earned through verbal contributions and