Business Administration: Marketing Management

The place of marketing in our economy. Analysis of the market structure by function, institutions, and commodities. Consumer and organizational activities reviewed. Prerequisites: ECON 1450 with a minimum grade of C-; STAT 1410 or STAT 2430 with a minimum grade of C-, or PSYS 2002 with a minimum grade of C- and PSYS 2010 with a minimum grade of C-; Business Administration, Computer Science & Information Systems, Engineering Management majors; Business Administration minor; Sports Management minor with Instructor permission; minimum Junior standing.

BSAD major and minor, 2BUS Co-Major, CSIS, and EMGT. Open to degree and PACE students; or instructor permission email gsbcss@uvm.edu. Minimum sophomore standing Prereqs enforced by the system: ECON 1450 with a minimum grade of C-; STAT 1410 or STAT 2430 with a minimum grade of C-, or PSYS 2002 and PSYS 2010 both with a minimum grade of C-. Cannot earn credit for both CDAE 2680 and BUS 2500

Marketing management is the introductory marketing course in the School of Business Administration. The objective of this course is to equip you with the basic tools of marketing to analyze real-world business phenomena. It is hoped that, as a result of successfully completing the requirements of this course you will (1) have a sound understanding of basic marketing concepts, (2) understand the activities undertaken by marketers in the business world, and (3) critically analyze and evaluate key marketing decision-making situations. The course covers topics including strategic market planning, marketing research, consumer behavior, business-to-business marketing, market segmentation, marketing mix decisions (product, promotion, pricing, and distribution), global marketing and marketing ethics.

Required Reading Materials: • Textbook: Marketing, 14th edition by Roger A. Kerin and Steven W. Hartley, 2019, McGraw-Hill. • Two cases for case-write-ups • Lecture notes are available at Brightspace: https://brightspace.uvm.edu/

Course format and grading: The course will consist of class discussions, case analyses, exams and a team project. You are expected to come to class fully prepared for discussion, critique, and analysis of the assigned readings. The course will encourage the active involvement of each and every student. Grading Structure Method Points Due Date Class participation 50 Continuous Assignments 50 See course schedule Midterm Exam #1 100 See course schedule Midterm Exam #2 100 See course schedule Final Exam 100 See course schedule Team project 100 See course schedule TOTAL 500