MKT 301 Principles of Marketing
Le Moyne College

Class Policies:
It is my belief that the students should be aware of the policies of the course and the expectations that will be demanded of them.

Text:
Marketing Real People, Real Choices, Stuart & Solomon, 1st edition.

Attendance:
I will take attendance at each class period, primarily for my own information. I encourage class participation and welcome your input. Exams will be based on the material covered in class.

Objectives:
The course will examine many of the principles of marketing. Specifically, we will discuss strategies designed to affect the consumer, what is known about consumers, the different functional areas of marketing, and the social responsibility of marketing actions. Marketing is a relatively young discipline and has borrowed much from other fields such as economics, psychology, anthropology, sociology, and mathematics. We will examine how marketers have utilized these various disciplines in their attempts to broaden marketing knowledge.

Examinations:
During the semester there will be two exams. In addition, there will be a cumulative final exam given on the date specified by the Registrar. Each exam will be equally weighted for grading purposes.

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Topics - MKT 301 Principles of Marketing - Spring 1998
Dr. John J. Considine, RH 331, X4438       Home Phone: 469-7328
Office hours: T TH 9 - 11:00 A.M.

Topics

  1. Marketing Environment
    1. Marketing in Profit & Non-Profit Settings
    2. Marketing: Its Role in Society & Environment
    3. Ethical Marketing Decisions
  2. Marketing Planning and Information
    1. Marketing Planning, Control & Forecasting
    2. Strategic Planning Issues
    3. Marketing Research
  3. Buyer Behavior
    1. Consumer Behavior
    2. Industrial Marketing
    3. Market Segmentation: Targeting & Positioning
  4. Product Strategy
    1. Product Mix Decisions
    2. Packaging & Branding Issues
    3. Service Marketing
  5. Place Strategy
    1. Distribution Channels
    2. Retailing & Wholesaling
    3. Logistics
  6. Promotional Strategy
    1. Promotion Mix
    2. Advertising & Publicity
    3. Personnel Selling & Sales Management
  7. Pricing Strategy
    1. Pricing Policies
    2. Managing the Pricing Functions

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Created: 11/11/97 Updated: 11/29/97