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    Principles of Marketing

    LAMB / HAIR / McDANIEL

Course Information

Fall 2014

  • August 27-December 2, 2014
  • MW 5:30–6:45 PM
  • ONCR 145

Download the Syllabus here.

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Definition of Marketing

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Marketing is too important to be left only to the marketing department."
- David Packard -

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This introductory course aims at developing a foundation for the advanced courses in marketing. It will acquaint students with the concepts, principles, theories, and role of marketing in contemporary business and society. Students are expected to learn the required skills to analyze a market, develop a marketing plan, and implement and control the plan from a managerial perspective. Emphasis will be given on understanding the theory and the practice of marketing in real life.

Fall 2014
MKTG 3310 Principles of Marketing
Course Schedule
Please read the chapters before coming to class. Bring the text as reference.

Date Topic Chapter
Aug 27 W An Overview of Marketing 1
Sep 1 M Labor Day NO CLASS
3 W Strategic Planning for Competitive Advantage 2
8 M Ethics and Social Responsibility 3
10 W The Marketing Environment 4
15 M Developing a Global Vision 5
17 W Consumer Decision Making 6
22 M Business Marketing 7
24 W Review for Test
29 M Test 1 (Chapters 1-7)
Oct 1 W Segmenting and Target Markets 8
6 M Marketing Research 9
8 W NO CLASS - Study on your own.
13 M Product Concepts
Developing and Managing Products
10-11
15 W Developing and Managing Products 11
20 M Services and Non-profit Organization Marketing 12
22 W Supply Chain Management 13
27 M Marketing Channel and Retaaling 14
29 W Review for Test
Nov 3 M Tets 2 (Chapters 8-14)
5 W Marketing Communications 15
10 M Advertising, Public Relations, and Sales Promotions 16
12 W Personal Selling and Sales Manangement 17
17 M Social Media and Marketing 18
19 W Pricing Concepts 19
24 M Setting the Right Price 20
26 W Review for Test
Dec 1 M Test 3 (Chapters 15-20)

Chapter schedule and material are both subject to change at any time. Please refer to this page to stay updated with the current course information.