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Canyon College

COURSE SYLLABUS: Principles of Marketing

Course Title: Department: Instructor: Prerequisites:

Principles of Marketing Business Duane A. Franceschi, M.S. E-Mail Vita None

Course Objectives:
Principles of Marketing takes a practical, managerial approach to marketing. The course will provide practical examples and applications, illustrating the major decisions that marketing managers face in their efforts to balance the organization's objectives and resources against needs and opportunities in the marketplace.

The course reveals the drama of modern marketing, and utilizes current and recent examples of real-world marketing problems and solutions to drive home the concepts and to bring marketing to life.

The student will receive a comprehensive, innovative, managerial and practical introduction to marketing in a straightforward, easy to understand presentation.

Purpose of the Course:
This course is designed to introduce the student to the broad business classification called marketing, its history and development and its place in the world of commerce.

Marketing is no less important to the home-based business as it is to mega-corporations engaged in global commerce. The student will understand the relationship of marketing and market research, consumer behavior, channels of distribution, physical distribution, retail and wholesale, and promotion.

The Four P's - Product, Price, Promotion and Place will be covered, as will the Three C's - Customers, Competitors and Cost. The role of advertising, public relations and promotion are described, and actual examples of successful marketing campaigns will be discussed. Global marketing and the role of the Internet are detailed. The student will have a sound working knowledge of marketing upon completion of the course, which is an ideal platform from which to succeed in the world of business.

Requirements:
The student will be required to read the chapters in the text as they are assigned, and to keep up with instructor's notes and/or lecturers which will be posted during the 8-week course. Marketing is a constantly changing event, and as businesses change to adapt to marketing challenges, we all become students, and will be able to study these courses of action/reaction in the marketplace. Thus, the student may be required to write his/her reaction to an important, but yet unknown event in the world of global marketing.

Readings:    Online Bookstore
The required text is Principles of Marketing, 11th Edition, by Philip Kotler and Gary Armstrong. Prentice Hall, 2005/2006. ISBN: 0131469185 (Amazon or Barnes and Noble or at local or university bookstores.)

Conferences:
Students may communicate with the instructor via E-mail at any time. Normal response time will be within 24 hours from receipt of message. (duane@nettally.com). The instructor will also be available in 2-hour time blocks, three times per week. This schedule will be announced at registration.

Exams:
There will be 6 exams: A midterm exam, a final exam, and 4 short quizzes during the 8-week course.

Grades:
Course work will be weighed per the following scale:

Quizzes	20%
Midterm Exam	30%
Final Exam	50%

Grading Scale:

90-100	A - Excellent
80-89	B - Above Average
70-79	C - Average
60-69	D - Below Average
59 or below	F - Failing Grade