School of Continuing and Professional Studies Center for Marketing
Marketing Principles and Practices
MKFD1-CE9247 Section 3, 2/14/2013 to 4/25/2013 (4:00 pm – 6:00 pm)
Study the fundamental concepts of marketing and explore these concepts at work within a corporate setting. This is an introductory course that covers the primary interests of both marketers and business oriented men and women who have a need to understand how to communicate to the consumer to market their goods, services, properties, places, people etc. The text(s) used provides a broad range of information to give a solid understanding of how various concepts of marketing work in the real world and offers a basis for how an individual can immediately begin using these principles in their current working environment as well.
Text: Marketing: Defined, Explained, Applied 2e by Michael Levens
Be able to define marketing and discuss it’s core concepts
Realize the challenges facing marketers today
Understand the marketing process and the elements of a marketing plan
Wall Street Journal (Media and Marketing)
New York Times
Principles of Marketing – 14th Edition by Philip Kotler and Gary Armstrong
Class Participation and Assignments
As this class has only ten sessions, attendance is important. In addition to an overview of the information covered in the text, in-class discussions will provide many examples of real world experiences.
The final part of the grade will focus on the creation of a marketing brief that focus on a product, service or even a person of your choosing, this will give you experience in developing a guideline for an overall marketing plan which must include the following elements:
Marketing idea – which can be at least one or a combination of the following: