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Antioch
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CREDITS: 3 units awarded on a credit or no-credit basis. DESCRIPTION: This course provides an experienced-based approach to marketing theory and its practical application. Topics to be addressed and discussed from an applied point of view include: the evolution of marketing, the significance and use of marketing research, marketing segmentation, product and/or service positioning, distribution, pricing and a variety of strategies for marketing communication and promotion. LEARNING ACTIVITIES: Students will study and discuss current and emerging marketing models in the United States and around the world, with course activity and materials including lectures, discussions, readings, multi-media presentations and online resources. Each student will prepare a marketing plan for an actual or hypothetical enterprise as a final project, working either individually or in a group of two. Assigned weekly readings are due for discussion by the following week’s class. Access to online content is through the course website at http://wwmr.org/AUSB-marketing/COURSE TEXT: Kotler on Marketing: How to Create, Win, and Dominate Markets. (Philip Kotler, 1999). Additional readings will be posted on the course website, linked to directly from each week's overview in the online course syllabus. ATTENDANCE: Due to the concentrated subject matter covered in a once-weekly course, attendance is required for each class session. In the event of an excused emergency or sickness, students may be able to make up a missed class with a 3-5 page research paper covering the session material. PERFORMANCE ASSESSMENT: Student performance will be assessed on criteria of class participation, completion of online readings and exercises, and the final marketing project. Submission of the marketing plan topic and the final project document should be sent to the instructor as email or an email attachment to the address above by the due dates noted in the class schedule. CLASS SCHEDULE:
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