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We start with the question: What is marketing? Simply put, marketing is engaging customers and managing profitable customer relationships. The aim of marketing is to create value for customers in order to capture value from customers in return. Throughout the course, we will explore the entire marketing process, from understanding customer needs to designing customer value–driven marketing strategies and integrated marketing programs to building customer relationships and capturing value for the firm. We will also examine social, economic, technological, legal, ethical, and other environmental factors and their impact on marketing practices. By the end of this course, students will develop a foundational understanding of marketing principles and gain the skills needed to market products, services, and ideas effectively in a global marketplace.  \nIntended Learning Outcomes  \nBy the end of the course, you should be able to:  \n∙ Acquire an understanding of basic marketing concepts.  \n∙ Understand the strategic role of marketing.  \n∙ Gain an understanding of the elements of the marketing mix and their interaction.  \n∙ Identify and address the key decisions facing marketing managers.  \n∙ Demonstrate a global outlook and an understanding of cultural diversity.  \n∙ Apply business concepts and theories to make proper business decisions in real-life settings.  \n∙ Practice the process of analyzing a marketing situation or opportunity, formulating market strategy, and developing and implementing a marketing plan.  \nCourse Materials  \nThe recommended textbook is Principles of Marketing (19th edition) by Philip Kotler, Gary Armstrong, and Sridhar Balasubramanian published by Pearson. Earlier editions (15th–18th) are also acceptable. Course materials, including announcements, syllabus, assignment guidelines, readings, sample exams, lecture slides, and other useful resources can be accessed through Canvas. Please check the course website regularly for updates. Lecture slides are the core materials. While lectures will not follow the textbook exactly, the book will supplement our discussions and serve as a useful reference for assignments and the final project. To maximize your learning experience, I strongly encourage reading the assigned chapters before class. Several copies of the textbook are reserved at the university library under course MARK2120 .  \nClass Format and Preparation  \nClass meetings will include lectures, presentations, case discussions, and interactive exercises. To get the most out of each session, students are expected to prepare in advance and actively participate. Lectures and discussions will expand on concepts covered in the assigned readings, explore real-world implications, and connect marketing principles to professional and personal contexts. Discussions and case studies assume familiarity with the assigned readings, so students are expected to complete them before class.  \nAttendance and Classroom Etiquette  \nStudents are expected to attend all class sessions. Failure to attend 50% or more of the scheduled classes will automatically result in a failing grade (F) in the course. To maintain a productive learning environment, please follow these guidelines:  \n∙ Students must attend the section they have been officially enrolled.  \n∙ Recording of the class, either audio or video, is not allowed.  \n∙ Arrive on time and settle in before class begins.  \n∙ Minimize disruptions–leave the room only when absolutely necessary.  \n∙ Electronic devi","cbCailn41TTNKl2L","https://ap.wps.com/l/cbCailn41TTNKl2L","pdf",106031,6,"English","# Course Information\n# Intended Learning Outcomes\n# Course Materials\n# Class Format and Preparation\n# Attendance and Classroom Etiquette\n# Grading\n# Communication Policy\n# Regrading Policy\n# Quizzes","[{\"question\":\"What is the main goal of the Marketing Management course?\",\"answer\":\"To develop a foundational understanding of marketing principles and the skills needed to market products, services, and ideas effectively in a global marketplace.\"},{\"question\":\"How will students be assessed in the course?\",\"answer\":\"The final grade is based on Best 2 Quizzes, Class Participation, Research Credit, In-class Exercises, Final Project Presentation, and a Final Project Report, with specified percentages for each component.\"},{\"question\":\"What are the rules for quiz regrades and appeals?\",\"answer\":\"Quiz regrade requests must be made in person during the paper check session, typically within a week after grade release, with no requests considered afterward. Specific dates for appealing the final letter grade will be communicated in class.\"}]","MARK2120 - Marketing Management - Course Syllabus - Fall 2025 | PDF",1790250785]