COURSE OVERVIEW
Marketing represents one of the most dynamic and exciting areas of business and is a
fascinating subject because it combines principles from many disciplines (e.g., economics,
sociology, psychology, political science, and management).
We live in a rapidly exchanging world. Mar...
MKT304 - Introduction to Marketing Management (#13165)
Fall 2016
California State University, Northridge
David Nazarian College of Business & Economics, Business Building #4140
18111 Nordhoff Street, Northridge, CA 91330-8377
Mondays 4:00PM - 6:45PM
Noski Auditorium 101
Aug 29, 2016 - Dec 12, 2016
, COURSE OVERVIEW
Marketing represents one of the most dynamic and exciting areas of business and is a
fascinating subject because it combines principles from many disciplines (e.g., economics,
sociology, psychology, political science, and management).
We live in a rapidly exchanging world. Marketing is about these exchanges -- exchange of
goods, services, and/or ideas between or among individuals, organizations or some
combination. We will explore concepts, theories and issues regarding customers, competition,
the environment and the traditional marketing mix (Product, Distribution, Price, and
Promotion). This raises both exciting opportunities, as well as difficult challenges. To help you
develop marketing decision-making skills this course includes lectures, discussions and
exercises, readings, videos, and exams.
COURSE OBJECTIVES
MKT304 is an introductory course in marketing for the undergraduate who has completed
some college level study, and in particular, has completed the economics prerequisites.
Students enrolling in Marketing 304 should also know how to use the Internet since all the
handouts, study guides and other required material are available only from the course web
pages. The Internet can be accessed from the computer labs on campus or from outside the
campus using appropriate equipment.
The integration of this course with other core courses in the business curriculum should
provide a student with a complete view of the scope of business activities and decision-making
processes The most basic objectives of this course are to provide you with a broad
introduction to marketing concepts, the role of marketing in society and its inter-relationship
with other business functions, and the various factors that influence marketing decision
making. Like other introductory courses, you will be exposed to and expected to learn the
"language of marketing" used by marketers.
Students whose primary interests lie in other fields will come away with the foundation to
understand how marketing relates to their primary area of interest.
Those interested in pursuing a career in the marketing field will acquire a sound basis for
further study. Not only will successful students have a thorough understanding of Marketing,
but also improved skills that are required by employers today in all business.
You will achieve a number of core marketing competencies such as how to apply key
frameworks and tools for analyzing creative selection of target markets and blending decisions
related to product, price, promotion, and place to meet the needs of customers.
In conclusion, it is expected that by the end of this course you will be able to:
• Understand and explain marketing terminology, concepts and systems;
• Identify and describe the impact on marketing decisions;
• Describe elements of the marketing mix: product, place, promotion, and price;
• Create and justify marketing decisions at both tactical and strategic levels.
TO SUCCEED IN THIS COURSE
The course focuses on the process of marketing management with a strong end application.
As a result, success in this course relies heavily on class attendance, regular work and team
project. Learning will result from active student participation in class and continuous project
preparation, and student's strong motivation and curiosity in searching information outside the
class to cumulate the business knowledge.
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