This is a survey of the essentials of marketing. Covers the nature of marketing and its environment, selecting target markets, marketing research, customer behavior, and forecasting sales. Emphasis on marketing strategy planning. Course satisfies the program prerequisite of marketing for master's degree programs.

Not required

Entrance Competencies:

1) Current working knowledge of basic business principles.
2) General understanding of how social, economic and psychological forces affect the behavior of markets.

Exit Competencies:

1) Describe, the basic theoretical foundations to the practice of marketing.
2) Understand and identify the elements that constitute a marketing mix, and to be aware of alternative solutions and strategies.
3) Evaluate the impact of marketing on the management process and on society at large.
4) Identify and explain the core principles of relationship marketing and how CRM is used to enhance the practice of relationship marketing.
5) Understand the various sources of marketing information, and the use of marketing research tools and techniques.
6) Comprehend the role of segmentation, targeting, and positioning play in developing a marketing strategy.
7) Describe the value of marketing communications and how integrated marketing communications differs from traditional promotional planning.
8) Comprehend the development of marketing plans and understand the control and evaluation process.

1. Required Materials


1. Textbooks

Contemporary Marketing - 14.Edition - 2010
Louis E. Boone, David L. Kurtz
Thomson Learning
ISBN: 9780324582031



APA Manual
Effective October 1^st 2009, the 6th edition of the APA Manual is required 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.



2. Recommended Materials

Textbook Website
http://www.swcollege.com/marketing/boone/cont_11e/boone.html

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.