Kerin & Hartley $(2023).$ Marketing, $16$ th Edition, McGraw$-$Hill$/$Erwin

ISBN: $9781265121328$

University distributed laptop $($software$,$ databases, and reference materials, as accessible via

SHU$/$SHU Library$)$

Additional materials provided by instructor

Course Description

A study of marketing of goods and services...includes legal, social, economic, and technological

considerations, consumer behavior and target markets; product; pricing; promotion; channels

of distribution, and development of marketing strategy.

Stillman School of Business Mission Statement

At the Stillman School, our mission is to enrich each student$$s life through an ethics$-$centered

education focusing on transforming concepts into business practice.

What is Marketing?

"Marketing is that phase of human activity that produces economic want$-$satisfaction by

matching consumers' needs and the resources of business firms. From the firm's point of view,

consumer$-$satisfaction is the result of its marketing strategy. Strategy is based on marketing

philosophy and is derived from the analysis of consumers and their functional interrelationships

with such market forces as economic conditions, competitors' actions, institutional change, and

other environmental factors.$($Ennis & Cox, $1988)$

Course Objectives

$1.$ Recognize and comprehend the $$language of marketing$($that is$,$ terms, concepts, and

frameworks used by practicing marketing managers$).$

$2.$ Describe and discuss the marketing concept and compare and contrast organizations

with a market orientation to those that lack this orientation.