Touro College
Course Syllabus
Department:
Course Title:
Course Number:
Prerequisites:
Credit Hours:
Developer:
Last Update:
Business
Principles of Marketing
EBK 101
None. Required Course for all Business Majors
3
Ira Teich, Ph.D
12/03
Course Description:
A study of basic marketing theory and practice. Major topics include analysis of consumer
market structure versus industrial market system; product planning; channels of distribution;
pricing; promotion; and relevant government regulation.
Department Objectives:
1. Understanding of the respective discipline from a theoretical basis.
2. Understanding of the respective discipline from a practitioner basis.
3. To familiarize the students with the appropriate level of the core concepts of the specific
subject area.
4. To show the students how the specific subject benefits an organization, its targeted
audience, its stakeholders, and home and host markets.
5. To delineate, analyze, and synthesize the various subject components.
6. To allow each student multiple opportunities to demonstrate acquired knowledge via
interactive and/or individual activities such as class participation, homework, exams,
presentations, and term projects.
7. To learn the importance of ethical individual and organizational behavior.
8. To develop an understanding of how local, regional, national, and world events and
changes impact organizational behavior.
9. To understand the impact of changing and new technologies, such as the Internet, on
business activities and decision-making.
10. To gain an appreciation of the dynamics of change.
11. To learn the specific terminology and definitions associated with each discipline.
Course Objectives:
1. To explain the major marketing principles, terms, and definitions
2. To integrate the various marketing components to demonstrate the complexity of
competition
3. To learn the impact of various marketing tools on buyer behavior
4. To understand the end user, both consumer and organizational, motivations
5. To understand the marketing strategy objectives impact on organizational marketing
efforts
6. To learn the importance of data gathering and analysis leading to developing a cohesive
marketing strategy
7. To learn the interdependencies and interrelationships between marketing and the various
markets a company serves
8. To learn the entire marketing process from product development through divestiture
Institutional Objectives:
1. To enrich students’ appreciation of the Jewish heritage.
2. To promote study of traditional liberal arts and sciences.
3. To foster an appreciation of scholarship and enhance research skills in business
disciplines.
4. To further professional and pre-professional career interests of students in the fields of
management and marketing.
5. To prepare students to contribute to society through education and community service.
6. To develop students’ critical reading, listening, and reasoning skills.
7. To develop students’ abilities to solve problems, interpret data, and to foster analytical
and quantitative thinking.
8. To promote sensitivity to ethical issues and promote moral reasoning.
9. To prepare students to communicate clearly and effectively in spoken and written forms.
10. To foster students’ abilities to access and evaluate information objectively and
effectively.
11. To introduce students to skills needed to function effectively in a technological society.
12. To foster respect for and appreciation of cultural diversity.
13. To enhance a global perspective regarding economic, social, and cultural issues.
14. To meet the special needs of under-prepared students through developmental skills
courses in English, ESL, and mathematics.
Course Content:
Topical areas covered will include the historical development and importance of marketing since
the industrial revolution to present and to the near future. Factors of segmentation and targeting
will be developed and their importance to developing a cohesive marketing strategy will be
covered. An emphasis on the classical 4 P’s of marketing as well as the newer 4 C’s of marketing
will be presented and contrasted.
Hardware/Software/Materials Requirements
Not Applicable
Course Requirements:
At the direction of the instructor, students are required to obtain and read all assigned materials
prior to the due dates. All exams are to be taken. If homework and/or oral and/or written
assignments are given, students are required to deliver the assignments in accordance with the
instructor’s guidelines.
Grading Guidelines:
The instructor will determine the value and weighting of each course component as well as the
cut-offs for each letter grade in accordance with institutional suggestions and the due dates of
each. The instructor will determine the number and nature of exams and assignments, which test
students’ ability to learn the subject as well as demonstrate the students’ ability in learning
critical subject skills. The exact grading guidelines must appear in the course outline section of
this syllabus. At a minimum, there will be a mid-term and final exam and an assessment of the
students’ contribution to the topical classroom lectures.
Methodology:
Subject lectures will be enhanced using a combination of the following learning tools: textbook,
handouts, overhead transparencies, chalkboard, videos, guest speakers, case studies, current
articles found in newspapers and/or magazines, and Socratic classroom environment. Other
creative learning methods, as determined by the instructor, will also be employed. At a
minimum, each class session will employ two or more instructional methods.
Course Text(s):
REQUIRED TEXT: Joel R. Evans and Barry Berman, Marketing 8E: Marketing in the 21st
Century (Cincinnati: Atomic Dog Publishing, 2002).
On Line Access to Purchase Textbook: www.atomicdog.com
Bibliography:
Frances Brassington, Stephen Pettitt. Principles of Marketing. Financial Times/Prentice Hall.
04/2003. ISBN: 0-273-65791-7.
Jay Diamond, Gerald Pintel. Principles of Marketing. Prentice Hall PTR. 10/1997. ISBN: 0-13714668-X.
Ward Hanson. Principles of Internet Marketing. South-Western. 09/1999. ISBN: 0-538-87573-9.
Philip Kotler, Gary Armstrong. Principles of Marketing. Prentice Hall PTR. 03/2003. ISBN: 013-101861-2.
Christopher H Lovelock, Lauren Wright. Principles of Service Marketing and Management.
Prentice Hall PTR. 07/2001. ISBN: 0-13-040467-5.
Christopher H Lovelock. Principles of Services Marketing and Management. Prentice Hall PTR.
01/1999. ISBN: 0-13-676875-X.
Thomas J Paczkowski. Principles of Marketing. Prentice Hall PTR. 09/1998. ISBN: 0-13099816-8.
Adrian Palmer. Principles of Marketing. Oxford University Press, Incorporated. 11/2000. ISBN:
0-19-877551-2.
Geoffrey Randall. Principles of Marketing. South-Western. 06/2001. ISBN: 1-86152-668-7.
Sager. Principles of Marketing. Fountainhead Press. 2004. ISBN: 1-932274-11-1.
Marian Salzman, Ira Matathia, Ann OReilly. Buzz: Harness the Principles of Influence and
Create Demand. John Wiley & Sons, Incorporated. 04/2003. ISBN: 0-471-27345-7.
Alan Tapp. Principles of Direct and Database Marketing. Financial Times/Prentice Hall.
12/2000. ISBN: 0-273-64681-8.
Course Instructor: Ira Teich, Ph.D.
Telephone No.: LCM: (718) 820-4864 (Direct)
Office: LCM: 219
Office Hours: Announced in Class
irat@touro.edu
Ave. J (718) 252-7800 (Department)
Ave. J: 310
IMPORTANT: WHENEVER E-MAILING ME, IDENTIFY YOURSELF AS A STUDENT
IN THIS CLASS IN THE SUBJECT AREA OR YOUR MESSAGE WILL BE DELETED