The scope and significance of marketing. The retailing and wholesaling of consumer goods. A survey of basic principles and techniques of marketing including how to plan, price, promote and distribute goods and services. The course will be organized along the lines of the marketing process itself, progressing from analysis and planning through implementation and control. To convey that the discipline of marketing involves the application of specific kinds of analyses and activities in a specific sequence and in a controlled environment.
Marketing is much more than advertising and selling.
To illustrate how marketing can now be applied well beyond products and services to include ideas, ideologies and personalities. To at least highlight the ethical dilemmas this can sometimes create. Analysis and discussion of text cases, exercises, and outside readings will be encouraged. Attendance at all five sessions is mandatory. Students missing one class due to an emergency will be required to complete additional work.