A focus on the marketing concept, and examination of a marketing oriented firm. Topics include consumer behavior, market analysis and the marketing mix. Students will produce a marketing plan.

Not required

1) Explore marketing concepts, functions and institutions.
2) Identify the nature and scope of the specific tasks and decisions facing marketing managers.
3) Recognize the environmental constraints existing in both domestic and international markets that govern how marketing decisions are made, and determine the implications of these constraints for management. Special emphasis is placed here on using marketing research to understand buyer behavior.
4) Discover how to specify information inputs needed for marketing decisions, and to apply and interpret results from available research approaches for obtaining this information.
5) Analyze the nature and extent of demand and the characteristics of market segments (targeted customer groups), and to specify market segments as potential opportunities.
6) Describe, develop, and analyze alternative marketing strategies, i.e., decisions with respect to product offerings and their pricing, distribution (placement), and promotion (all in view of target markets' characteristics as well as of the environmental constraints).
7) Explain the awareness of societal, ethical, and legal constraints on the marketing function.

1. Required Materials


1. Textbooks

Marketing: An Introduction - 9.Edition - 2009
Armstrong & Kotler
Prentice Hall (Pearson)
ISBN: 9780136021131


Annual Editions: Marketing 09/10 - 32.Edition - 2009
John E Richardson
McGraw-Hill
ISBN: 9780073528526



APA Manual
The APA Manual 5th Edition is a recommended textbook for all courses.
Effective August 1^st 2009, the 6th edition of the APA Manual is recommended for all courses.

NSU Bookstore
Textbooks and Case Studies may be purchased from the NSU Bookstore (located in the University Park Plaza) by calling 1-800-509-2665 or online at http://www.nsubooks.bkstore.com.

The NSU libraries comprise the Alvin Sherman Library, Research, and Information Technology Center, East Campus Branch Library, Health Professions Division Library, Law Library and Technology Center, North Miami Beach Branch Library, University School Library Media Centers, and the William S. Richardson Ocean Science Library. Students are strongly encouraged to visit one of the physical locations and/or take advantage of the vast electronic library available for research. For more information, please visit http://www.nova.edu/library.

Please note that all required and recommended materials should be referenced in APA style.