Principles of Marketing

Published 15 January 2021 Last edited 15 June 2021

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.

Course Objectives

To explain the major marketing principles, terms, and definitions
To integrate the various marketing components to demonstrate the complexity of competition
To learn the impact of various marketing tools on buyer behavior
To understand the end user, both consumer and organizational, motivations
To understand the marketing strategy objectives impact on organizational marketing efforts
To learn the importance of data gathering and analysis leading to developing a cohesive marketing strategy
To learn the interdependencies and interrelationships between marketing and the various markets a company serves
To learn the entire marketing process from product development through divestiture

Course Materials

Required:

The course will follow:

Solomon, Marshall, Stuart; 2018. Marketing: Real People, Real Choices, Global Edition, 9th Edition. Pearson. buy at amazon or buy at bookdepository

The required and recommended readings from these two texts are indicated below.

Further Literature Recommendations:

Barden, P.P., 2013. Decoded: the science behind why we buy. John Wiley & Sons.
Chapman, C. and Feit, E.M., 2019. R for marketing research and analytics, 2nd ed. New York, NY: Springer.
Goldsmith, E.B., 2016. Consumer economics: Issues and behaviors, 3rd ed. Routledge.
Graves, P., 2013. Consumerology: The Truth about Consumers and the Psychology of Shopping. Hachette UK.
Kamins, M., 2018. Marketing Manipulation: A Consumer’s Survival Manual (Vol. 14). World Scientific.
Martin, N., 2008. Habit: The 95% of behavior marketers ignore. Ft Press.
Miller, T.W., 2015. Marketing data science: modeling techniques in predictive analytics with R and Python. FT Press.
Murphy, P.E., Laczniak, G.R. and Harris, F., 2017. Ethics in marketing: International cases and perspectives, 2nd ed. Taylor & Francis.
Pink, D.H., 2013. To sell is human: The surprising truth about moving others. Penguin.
Shotton, R., 2018. The Choice Factory: 25 behavioural biases that influence what we buy. Harriman House Limited.
Smith, A., 2019. Consumer Behaviour and Analytics: Data Driven Decision Making. Routledge.

Course Requirements:

Students must read the assigned chapters of the textbook(s) before each session. Reading the economic and political press will also be helpful.

I recommend that you try to solve the chapter problems in preparation and review of each class session.

Instructor Information:

Prof. Dr. Dennis A. V. Dittrich
dennis.dittrich@touroberlin.de
https://economicscience.net
Twitter: @davdittrich

You can always contact me via email or twitter. For meetings appointments can be arranged through the my webpage at: https://economicscience.net/appointments/

Updated information, links to the literature, additional materials, etc. can be found on my webpage as well.

Grading Guidelines:

Grading Component	Weight
Problem Sets	70%
Quizzes	30%

Solutions to problem sets must be submitted by the beginning of the respective class. Late submission will lead to a penalty on the grade for the problem sets.

Workload

A typical 3 credit course requires 150 hours of your time. The table below identifies how I expect those 150 hours will be allocated. While you do not receive direct marks for reading, reading will affect your class participation mark (your ability to participate in class discussions and activities) and your final exam mark.