York University
Faculty of Liberal Arts and Professional Studies
Administrative Studies
Winter 2013
ADMS 2200 R
COURSE:
ADMS 2200 R
Introductory Marketing
REQUIRED COURSE TEXT / READINGS:
Marketing – An Introduction 4th ed
Armstrong, Kotler, Cunningham, Mitchell, 4th edition
Pearson Prentice Hall
ISBN 978-0-13-254984-4
WEIGHTING OF COURSE:
Mid term: 20%
Project: 30%
Presentation: 10%
Final exam: 40%
Mid-Term – Week 6
Group Presentations: Weeks 10, 11 and 12 – 10 minutes
Please rehearse to ensure time compliance; TEST equipment prior; ideally, use classroom
computer.
Marketing Plan Due: Week 11 – start of class
Peer Evaluations Due: Week 11 – start of class along with marketing plan
Late submissions will NOT be accepted.
COURSE INSTRUCTOR / CONTACT:
Lee Li
Email: leeli@yorku.ca
Room 278 Atkinson
Ext: 20434
EXPANDED COURSE DESCRIPTION:
This course covers the fundamentals of marketing theory, concepts and management as
applied to marketing's strategic role in meeting customer needs, products/service, price,
promotion, distribution, consumer behaviour, market, positioning, ethics and research. The
course utilizes lecture, oral and written work, case studies and a marketing plan.
COURSE LEARNING OBJECTIVES:
This course is designed to provide students with basic marketing concepts and help students
to build foundational marketing skills. More specifically, students will be introduced to the
elements of marketing analysis, including customer analysis, competitor analysis, and
company analysis. Students will learn how to develop a solid analytical framework within
which they use strategic thinking to create a sophisticated awareness of the cutting edge
developments in the marketing field. Students are required to apply basic marketing concepts
in the context of real life situations.
ORGANIZATION OF THE COURSE:
Week
1
2
Topic
Introduction – Marketing Basics – What is Marketing
Formation of Groups
Strategic Planning
3
Strategic Planning
4
Marketing Information /Environment/
5
Buying behavior/Market Segmentation/
Targeting/Positioning
Review for mid term
6
Potential Mid-Term Date
7
Product/New product development/
8,9
Gillette
8
Branding / Product Life Cycle
8,9
An apple a day
keeps the MP3 in
play
9
Pricing
10
10
Marketing Channels
International marketing
Group presentation
Communication
Group Presentations
Review
Group Presentations
11
12
Chapters
1
Case
2
The big Cheese
of Mousetraps
Grocery Gateway
2,
5, 4, 13
Coca-Cola
7
Procter &
Gamble
2, 11
12, 3