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Marketing 210: Principles of Marketing
American Business School Paris
An examination of the social and economic implications of marketing for profit and nonprofit institutions, market structure and behavior, marketing institutions, channels of distribution for consumer and industrial goods, pricing and promotion.
COURSE OBJECTIVES & INSTRUCTIONAL METHODOLOGY :
To give the student a basic overview of marketing and marketing management. The student will be expected to develop a sound understanding of the marketing environment, issues which need to be resolved prior to decision-making, and the implementation of marketing policies by means of the tools provided by the marketing mix.
The course is developed through lectures, discussion and group/individual presentations of case studies. Students are expected to thoroughly read text materials and participate in class discussion.
Will be covered in class :
- Introduction : What is Marketing ? The 4 P's
- Marketing Environment & Research; Consumer Markets & Consumer Behavior
- Organizational Markets & Organizational Buyer Behavior
- Measuring/Forecasting Demand & Market Segmenting
- Designing Products; Pricing Strategies
- Distribution Channels ; Retailing & Wholesaling
- Communication & Promotion; Advertising
- Personal Selling ; Competitor Analysis
- International Marketing ; Marketing & Society
Principles of Marketing, Kotler/Armstrong el al, Prentice Hall, 4th European Ed, 2003
The final grade will be made up of class participation, articles and case studies handed in (40%), a mid-term test (30%), and the final examination (30%).