WELCOME TO MARKETING FUNDAMENTALS (BUAD 307)!. BUAD 307 MARKETING FUNDAMENTALS. Course Web Site. Textbooks. Erik Qualman (2010 ), Socialnomics: How Social Media Transforms the Way We Live and Do Business (paperback edition), Wiley, ISBN-13: 9780470638842.
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Erik Qualman (2010), Socialnomics: How Social Media Transforms the Way We Live and Do Business (paperback edition), Wiley, ISBN-13: 9780470638842.
Dhruv Grewal and Michael Levy (2012), Marketing, 3rd ed., McGraw-Hill
Irwin, ISBN-13: 978-0078028854
Computers and cell phones are not permitted under any circumstances during lecture sessions.
During discussion sessions, computers are permitted only when specifically authorized for in-class projects.
Application to needs of real firms rather than memorization
Broad overview of marketing
Assignments require individual initiative and thinking
Creating customer value
Ethics and Social Responsibility
Segmentation, Targeting, and Positioning
The Marketing Mix
PRODUCT OR SERVICE
CHANNEL FOR DISTRIBUTING AN EXISTING PRODUCT
TARGET MARKET FOR AN EXISTING TYPE OF PRODUCT
PRODUCT OR SERVICE “TRANSPLANTED” FROM ONE COUNTRY TO ANOTHER