CALIFORNIA PREPARATORY COLLEGE
Business Administration Department
Mktg 210 - Principles of Marketing
Fall 2014
Instructor: Anthony Cadavid, MBA
Email: acadavid@calprepcollege.com
Course Website: http://professorcadavid.weebly.com
Class Time: W 7:30 - 9:50 p.m.
Course Description: Marketing is a dynamic and an exciting field, a key tool in
confronting the challenges that American enterprises are facing at home and abroad.
People often confuse marketing with advertising and sales. In this course you will be
introduced to various aspects of marketing, such as: Marketing Strategy, Promotion,
Market Planning, Distribution, Industrial Marketing, Retailing and Wholesaling,
Target Marketing, International Marketing, Market Segmentation, Services
Marketing, and Pricing. You will also learn about the strategic importance of
marketing to an enterprise, whether it be a profit oriented business firm, or nonprofit organization.
Course Materials:
1. Textbook: Essentials of Marketing: A Global Managerial Approach,
10th edition, by William D. Perreault, Jr. and Alan Jerome McCarthy.
ISBN-13# 978-007-2935-899.
2. Harvard Business School Case: IKEA Invades America.
Course Objectives: At the conclusion of this course, students will have a better
understanding of how marketing works within business. Specifically, students will:
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Be able to identify, understand, and apply basic marketing concepts to
solving marketing challenges.
Be able to think within a marketing framework both domestically and
internationally.
Understand how to apply marketing principles strategically.
Have the ability to use appropriate marketing terminology in business
environments.
Understand how marketing is related to other business functions and its
importance to the success of the business entity.
Understand the importance of consumer behavior as it relates to buying
behavior.
Be able to identify, analyze, and use sources of marketing research
information.
Understand good marketing practices and techniques and how to apply them.
Be able to develop a sound Integrated Marketing Communications plan.
Grading: Your grade will be determine by your ability to demonstrate your
knowledge and understanding of course material through quizzes and three
exams. The final grade distribution is as follows:
Quizzes:
25%
Exam 1:
Exam 2:
Exam 3:
25%
25%
25%
Class Schedule:
Week
1
Chapter Title
Chapter 1 – What is Marketing?
Chapter 2 – Strategic Planning: Making Choices in the Real World
2
Chapter 3 – Decision Making in the New Era of Marketing: Ethics
and the Marketing Environment
3
4
Chapter 4 – Think Globally and Act Locally
Chapter 5- Marketing Information Research
5
Exam 1 / Chapter 6 – Why People Buy: Consumer Behavior
6
Chapter 7 – Why Organizations Buy: Business-to-Business
Markets and B2B E-Commerce
Chapter 8 – Target Marketing Strategies
Chapter 9 – Creating the Product
Chapter 10 – Managing the Product
Chapter 11 – Pricing the Product
Exam 2 / Ch. 12 – Distribution, Customer Service, and Logistics
7
8
9
10
11
12
13
14
15
16
Chapter 13 – Retailers, Wholesalers, and Their Strategy Planning
Chapter 14 – Promotional Strategy, Interactive Marketing, and
Database Marketing
Chapter 15 – Advertising, Direct Marketing, and M-Commerce
Chapter 16 – Public Relations, Sales Promotion, and Personal
Selling
Chapter 16 – Public Relations, Sales Promotion, and Personal
Selling
Exam 3