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MARKETING PRINCIPLES


Professor: Robert Owen, Ph.D.
Contact at: Please post questions on the SyKronix Marketing Researcher's Forum

 
Target Audience:

  • College students who are currently enrolled in a traditional marketing principles course and who would like some additional materials to review.
  • Entrepreneurs and others who would like to learn a little marketing from scratch without taking a full course.
  • Entrepreneurs and students outside of the U.S. who would like an overview of Western marketing thought. 

 
Required Textbook:

No particular textbook is recommended.  However, if you are learning marketing for the first time, these notes and exercises will not provide you with the required depth that a textbook and in-class experience can provide.  If you are attempting to review the general topic of marketing, these notes should include the major issues that would be part of most textbooks.

 
Course Objectives:

  • To increase an awareness of the relevance of Western marketing thought for students as consumers and as marketing practitioners. 
  • To increase knowledge and understanding of marketing concepts and terminology ("principles of marketing") which form the foundation for advanced coursework and practice in business. 

 
Grading/Certification:

None.  You are on your own to assess your performance on any exercises that are developed.

 


COURSE OUTLINE

1:  BACKGROUND
2: THE ENVIRONMENT OF MARKETING
external uncontrollable factors
3:  THE MARKETING MIX
internal controllable factors
  • TEST 3 

  •  
4:  MARKETING INFORMATION
5:  MARKETING STRATEGY AND MANAGEMENT