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| Course ID: MKT 340 |
| Programs: BSBA |
| Pre-requisites: |
This is an introductory course emphasizing key concepts and issues underlying the modern practice of marketing. The role of marketing in the organization and in society is examined and analyzed. The course includes the general nature of marketing in both a macro and micro context of business. Emphasis will be placed on social and ethical issues and marketing's impact on society and the social criticisms of marketing will be discussed. International issues will be an integral part of every section, while some issues such as import/export will be discussed in separate sessions. Students will learn, current marketing trends and practices, including; value creation, globalization, technology, entrepreneurship, ethics, and services marketing. Students will explore and examine how firms assess, analyze, create, deliver, communicate, and capture value. This course will explore both the fundamentals in marketing and new influencers, such as value-based pricing and the Internet that are shaping the way businesses communicate with their customers in today’s marketing environment.
Grewel and Levy. Marketing with Connect Plus Access Card, 2nd Edition 9780077387877
Instructor CD 9780073362274.