COLLEGE OF BUSINESS
DEPARTMENT OF MANAGEMENT, OPERATIONS, & MARKETING
CALIFORNIA STATE UNIVERSITY, STANISLAUS
Our College Mission: "The CSU Stanislaus College of Business Administration is a publicly supported, regional teaching institution. Our mission is to deliver a professional business education that offers our students the knowledge and skills to succeed in their careers and in society."
3410 Principles of Marketing (3 Credit Hours-Hybrid Course)
Monday 4:30-7:10 p.m. (C235) and Tuesday 4:30-7:10 p.m. (C235)
Dr. Kaylene C. Williams
Office Phone: 667-3513/3507
Office: DBH (Professional Schools Building) 234
Mon. 7:15-8:15 p.m.
Tues. 7:15-9:15 p.m.
Thurs. 7:30-9:30 p.m.
Other times by appointment
"Learn to know yourself to the end that you may improve your powers, your conduct, your character. This is the true aim of education and the best of all education is self-education." - Rutherford B. Hayes
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.
"Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."
- American Marketing Association
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 marketing research, information systems, and target market analysis, segmentation, positioning, and evaluation. Part 4 focuses on the behavior of markets and customers including consumer buying behavior, business markets and buying behavior, global markets, international marketing, e-marketing, digital media, and social networking. Part 5 focuses on product decisions including topics such as product concepts, developing and managing products, branding, packaging, and services 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, websites, digital media, blogs, social networking sites, and guest speakers will be used in the course. As a result, each student 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. This course is also a hybrid course meaning that you will explore and learn about the Internet, websites, digital media, and social networking as vehicles for marketing information, activities, and processes.
Students successfully completing this course should be able to:
· Demonstrate knowledge of fundamental marketing concepts including exchange processes in the global marketplace, the marketing environment, strategic planning and marketing management, consumer/organizational buyer behavior, 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. [LO1]
· Prepare and present a cohesive, coherent oral argument or illustration. [LO2b]
· 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. [LO3]
· Prepare a cohesive, coherent, and well-written document. [LO2a]
· Prepare a professional-quality presentation using an electronic medium such as PowerPoint. [LO2b]
· Recognize ethical issues and develop a framework for appropriate resolutions. [LO4]
· Think with sufficient depth and agility to make sound decisions based on logical analysis and substantive, integrative knowledge of the business disciplines. [LO3]
· Demonstrate knowledge of how the Internet, digital media, websites, blogs, or social networking can be used as vehicles for marketing ideas, activities, and processes. [LO1, LO2a, and LO3]
"Search and see if there is not some place where you may invest your humanity." - Albert Schweitzer
Pride & Ferrell (2014), Marketing, Cengage. (Required)
Pride & Ferrell (2014), Online Study Guide, Cengage. (Strongly Recommended) Link = Online Study Guide
As a general practice, each student should read or skim current issues of business newspapers, magazines, and websites to be aware of what is happening in the business world.