Fundamentals of Marketing

Upon successful completion of this course, students will be able to:

• Understand the role of marketing in business.

• Develop the knowledge and tools necessary to design and implement an effective marketing plan for a product or service.

• Understand the roles of analysis and creativity in a marketing plan.

• Understand the ethical dimensions of marketing.

• Develop the ability to write and present an effective marketing plan.

• Understand the role of the product in the marketing plan.

• Understand the role of communication in the marketing plan.

• Understand the go-to-market strategies.

This in-person course is taught in an adaptive workshop style, consisting of lectures, business case studies, MMX Marketing Simulation. The course is split into three parts:

1. Sessions 1-6 : Marketing Strategy- Planning Phase

2. Sessions 7-11 : Marketing Strategy- Implementation Phase

3. Sessions 12-13 : Business Case Competition

Textbook

There is no required textbook for this course. However, the following open-source textbook is recommended for supplemental reading:

• Principles of Marketing (2015), University of Minnesota Libraries Publishing

Technology Requirements

• A computing device with a functioning camera and microphone for videoconferencing and live assessment monitoring/proctoring.

• a license for a MMX Marketing Simulation (available for purchase via shared link in class)

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Requirements and Grading Breakdown

• Attendance & Participation: 5% of Grade (Individual)

• Case Study Analysis: 10% of Grade (Group)

• Mid-term exam (Individual): 20% of Grade (Individual)

• Mid-term exam (Group): 5% of Grade (Group)

• Experiential Learning- MMX Simulation:

  • Ranking: 10% of Grade (Group)

  • Marketing Plan: 5% of Grade (Group)

• Business Case Competition: 20% of Grade (Group)

• Individual Assignment: 25% of Grade (Individual)

TOTAL:

• Individual: 50%

• Group: 50%