Introduction to Marketing

Bus 130

Instructor:     D. Havens

Office:              BT 752

Office Hours:  Tuesday and Thursday 13:30 - 15:00, and by Appt.
Telephone:     408-924-3507

E-Mail             havens_d@cob.sjsu.edu

Text:             William M. Pride and O.C. Ferrell.  Marketing.  Houghton Mifflin.  2006.

COURSE DESCRIPTION:

Introduction to marketing will include the analysis of marketing opportunities, planning of marketing programs with emphasis on product, price, promotion and distribution: control of marketing effort: social and ethical responsibilities of marketing.

COURSE OBJECTIVE:

The objective of the course is to develop an understanding of marketing.  At the conclusion of the course, students will be expected to have a commanded of the following principles.  Students will be able to demonstrate and understand the nature and importance of marketing from the perspectives of marketing’s role in the economy, on consumers,   on business and non-profit organizations.  Students will be expected to be able to analyze markets and identify appropriate segmentation criteria and to select promising market niches. They will also be expected to develop an effective product and service marketing strategy with  the marketing mix.  Students will be able to list and explain the critical components of a marketing plan. Students will be expected to demonstrate an awareness of the opportunities and challenges of marketing in a global environment. These goals will be accomplished based on the text, assigned readings, class lecture, class discussion and class projects.  Students are to read the chapter assigned BEFORE the lecture to prepare themselves to discuss the topic.

GRADING & EXAMS:

All exams must be taken in the course and time the student is enrolled.  Three midterms will be given and the lowest grade midterm will be dropped.  If a student misses a midterm, it will count as the dropped midterm.  If a student misses more than one midterm, a grade of zero will assigned to each missed midterm.  NO MAKE UP TERM ASSIGNMENTS (Articles), CLASS PROJECTS  OR EXAMS WILL BE GIVEN.   The TERM ASSIGNMENTS are Oral in Class.  The final exam is comprehensive and must be taken at the time and in the class the student is enrolled.

GRADING:

Midterm #1                       10%

Midterm #2                       10%

Term Assignment                15%

Class Projects                    25%

Final                               40%

Total:                                 100%