MKTG 353: Introduction to Advertising



MKTG 351: Marketing Principles

Fall, 2003

Instructor: Dr. Victoria Bush e-mail: vbush@bus.olemiss.edu

Office: Holman 370 Phone: 915-7742 or

Office Hours: TTh 11:00-noon, or by appmt. dept. office 915-7102

Course Objectives: The primary objective of this course is to provide you with a basic understanding of the principles and practices of marketing. This introductory course should enable you to acquire the necessary background information to help you successfully continue the study of marketing, or provide you with the basic knowledge of marketing if you are specializing in another business area/major. Regardless of whether or not you choose marketing as a career, you will be amazed at how many marketing concepts you will end up using in your future! This course will help you understand:

1) The scope of marketing and its environment

2) Social responsibility and ethics in marketing

3) Elements of the marketing mix: product, price, promotion, and distribution

4) How consumer's make decisions

5) How to research and identify target markets

Required Text: Pride, William and O.C. Ferrell, Marketing, 12th edition, Houghton-Mifflin, 2003.

Course Requirements: Performance will be evaluated on the following criteria:

Points Percent

Exam 1 100 25%

Exam 2 100 25%

Exam 3 100 25%

Exam 4 100 25%

Total 400 100%

Grade Cutoffs: 89.5 - 100% = A, 79.5 - 89.4% = B, 69.5 - 79.4% = C, 59.5 - 69.4% = D, ................
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