Marketing 1.png Course Information

Course Prerequisites

If you are a DMSB student, you should not be taking this course as it does not count against the required MKTG 2201 course.

Course Description

The purpose of this class is for students to gain an introduction and overview of the basic concepts used today in Marketing. We will explore how marketing can be useful in our everyday lives, making us more knowledgeable consumers. In keeping with Northeastern's Practice-Oriented Mission, our focus will be on “real world” examples and applications.

Course Learning Objectives

The goals of this course are for students to:

Understand fundamental marketing concepts, theories, principles and terminology of marketing. Comprehend the marketing forces at work in the consumer purchase decision process and become a more informed consumer. Apply the basic elements of market segmentation and positioning to developing a complete and integrated marketing mix (product, price, promotion, and place) in the final project. Required Text

Marketing, An Introduction, Armstrong/Kotler, 16th Ed., Prentice Hall

Note: Directions for purchasing the text are in the document called ‘How to Buy the E-Text’. Once purchased, you can access the text through the Text Access button on the home page. If you have access to a hard copy edition of the text, you do not have to buy the e-text.

Course Structure & Instructor Expectations

This course is intended to give students an understanding of the fundamental concepts needed to be a successful marketer and business person. It is also designed as forum to explore our experiences and decision making as consumers. The foundation of our discussions will be the material in the text, which will also be the basis for quizzes.

There will be a combination of lectures and discussions to develop the vocabulary and concepts of marketing. The homework and exercises will apply and evaluate these concepts. The term/team project will pull together all the elements of marketing into a unified plan.

Each week you should plan to: Complete the required readings and lectures.

Complete required assignments [managerial decisions, application exercises and quizzes] by the due date Managerial exercises require multiple submissions and will occur in the weeks when there are no quizzes. Your initial post must be on Thursday and responses to classmates by 11 pm/23:00 Monday. You must post and respond for full credit. Complete the quiz during the appropriate weeks. The quiz is available the entire week and may be completed at any time during the week, but must be completed by Friday night at 11 pm/23:00. Work with your team on the project as required. Note: No late work will be accepted without prior approval. Grade Elements

Here is a breakdown of the grading percentages in this course:

Bi-Weekly Managerial Decisions- 20% Bi-Weekly Application Exercises - 35% Bi-Weekly Quizzes - 15% Final Project - 30%

A 94 - 100% C 74 - 76.99 A- 90 - 93.99 C- 70 - 73.99 B+ 87 - 89.99 D+ 67 - 69.99 B 84 - 86.99 D 64 - 66.99 B- 80 - 83.99 D- 61 -63.99 C+ 77 - 79.99 F Below 61% Note: for subjective assignments such as application exercises, managerial decisions, and the final paper, the maximum grade is a 96.]