MAR 100 Intro to Marketing (Fall 2009)


1. Dr. Jeff S. Hong
Tel: 212)220-8388
Email: professor
webpage: http://fly.to/jeffecon 2. Day, Time and Classroom
SEC 105 N406 (Tue 10:00~11:40 A.M.) & N408 (Thu 10:00~10:50 A.M.),
SEC 131 S637 (Mon 1:00~2:40 P.M.) & N406 (Wed 1:00~1:50 P.M.),
SEC 142 N407 (Tue 2:00~2:50 P.M.) & S637 (Thu 2:00~3:40 P.M.) 3. Required Texts: MM, Dawn Iacobucci, (2008 e or up), South-Western

4. Office & Office Hours: S657 on Mon 3:00~3:50 P.M., Tue 3:00~3:50 P.M. & Wed 4:00~4:50 P.M. 5. Course Outline
This course is intended to provide a basic understanding of what marketing is and how it is used in business environment. The fundamental concepts of marketing activity, its environment, and marketing mix are explored. The marketing system will be described, analyzed and evaluated, including methods, policies and institutions involved in the distribution of goods & services from producers and consumers. Emphasis is placed on the means of improving efficiency and lowering distribution cost.

In the light of the availability of various electronic marketing materials and abundant info sources, students are required to work in groups over the course of a semester conducting on/off-line researches to produce Powerpoint (executivesummary) presentation of one or two topic(s) to be delivered in class.

Students are also encouraged to join the class discussion group set up with Yahoo for lively discussion, collaboration, and exchange of ideas on line. All lecture notes in electronic format, the complete lecture in Powerpoint format, project samples, and source links are available at the class discussion group, and these materials can be accessed over the internet.

Topic 1: What is Marketing?

Topic 2: Marketing Environment

Topic 3: Strategic Planning & Marketing Process

Topic 4: Market Segmentation, Targeting, & Positioning

Topic 5: Consumer Behavior

Topic 6: B2B Marketing

Topic 7: Price Determination

Topic 8: Managing Pricing Function

Topic 9: Product Strategy

Topic 10: Brand Management

Topic 11: Distribution Strategies

Topic 12: Promotional Strategies

Topic 13: Global Dimensions of Marketing

Topic 14: Online Marketing

Topic 15: Marketing Research & Decision Support System

Extra Topic: Cost Estimation

Extra Topic: Perfect Competition

Extra Topic: Monopoly

Extra Topic: Oligopoly

Extra Topic: Production Theory

Extra Topic: Strategic Analysis Sample

Extra Topic: What's Your VALS Type?

Extra Topic: Digital Atlas of US

7. Grading Criteria
1. Project 1: 20%
2. Project 2: 30%
3. Final Exam: 30%
4. Attendance & Participation: 20%

Powerpoint Project
i) First project: Apply the theoretical and analytical framework (3 Elements of Marketing) to an actual example of marketing activities (Business model)
ii) Second project: Conduct a SWOT Analysis for the business of your choice in the first project.

Attendance & Class Participation
At BMCC, the maximum number of absences is limited to one more hour than the number of hours a class meets in one week. For example, if you are enrolled in a three-hour class, you would be allowed 4 hours of absence (not 4 days). In the case of excessive absences, the instructor has the option to lower the grade or assign an "F" or "WU" grade.

Announcements

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