This is an introductory course in marketing which aims to establish a basic understanding and appreciation of the theories and practices of marketing, and how marketing interacts with the entire business process. Fundamental marketing concepts, principles, and issues are analyzed within present economic, social, and legal environments. The ethics and social responsibility of marketing will also be covered.
The case studies we examine here are largely from China, and the unique characteristics of this country will tell us a good deal about how various aspects of business operate here. The implications for marketing strategies elsewhere will also be explored.
The class will participate in several in-class exercises intended to reinforce the concepts discussed in the lectures and in the text. It is imperative that you actively participate in these discussions. We will cover approximately 1 chapter each week, plus supplementary readings as listed and augmented as the semester progresses.