Marketing Essay

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SCHOOL OF MANAGEMENT SCIENCE Marketing Management MKG 3300-065 Fall semester, 2013 Course Objectives The objectives of the basic marketing course is to provide students with a thorough understanding of the: 1. nature and scope of marketing as a modern management discipline, 2. the role of related disciplines such as consumer behaviour in marketing planning, 3. the managerial implications of managing the 4 ps, and 4. the marketing planning process. Required textbook Basic Marketing-A Global-Managerial Approach, 12th edition, Perreault, William, McCarthy, Jerome, Meredith, Lindsay and Ricker, Lynne, McGraw-Hill Ryerson, Toronto, 2007. Student Evaluation Mid-term exam 35% Final exam 35% Two case studies (10% each) 20% Mini marketing project 10% Marking scheme: A+ = 90 et plus; A = 85 à 89.9; A- = 80 à 84,9; B+ = 77 à 79,9; B = 73 à 76,9; B- = 70 à 72,9; C+ = 67 à 69,9; C = 63 à 66,9; C- = 60 à 62,9; D+ = 57 à 59,9; D = 55 à 56,9; E = 54,9 or less. Sessions Session 1 Marketing for consumers, firms and society (6 September) Perreault et al., chapter 1. Session 2 Evaluating Market Opportunities (13 September) Demographics, Consumers and Markets Perreault et al., chapters 4 and 5. Session 3 Consumer Behaviour (20 September) Segmenting and Positioning Market Strategy Perreault et al., chapters 6 and 3. Session 4 Improving Decisions with Marketing Information (27 September) Perreault et al., chapter 8. Session 5 Product Planning for Goods and Services (4 October) Perreault et al., chapter 9. Session 6 Product Management and New Product Development (11 October) Perreault et al., chapter 10. Session 7 Mid Term Exam (18 October) Session 8 Place-Distribution Management (25 October) Perreault et al., chapter 11. Session 9 Retailing and Wholesaling (1

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