Course Description

Marketing is the business function that deals with customers' unfulfilled needs and wants.  The role of marketing management in organizations is to identify and measure these needs, determine which targets the business can serve, decide on the appropriate products and services, and determine the optimal methods of pricing, promoting and distributing the products or services.  Successful firms are those that integrate the objectives and resources of the organization with the needs and opportunities of the marketplace better than competitors.

Course Objectives

1. To introduce you to marketing strategy and to the elements of marketing analysis (customer analysis, competitor analysis, and company analysis).

2.  To familiarize you with the elements of the marketing mix (product, price, promotion, and distribution), and to enhance your problem solving and decision making abilities in these operational areas of marketing.

3. To give you an opportunity to build your own framework for examining and understanding the problems encountered by marketing management.

4. To provide you with a forum for presenting and defending your own recommendations, and for critically examining and discussing the recommendations of others.

Instructor Evaluation

This survey is an instructor evaluation survey.  It is based on the SPOT evaluation survey used by Franklin and Marshall College.

Past Syllabi

• Fall 2003
• Spring 2003

Example Student Case Analysis and Projects

Black and Decker Case - Tradesmen Segment

• Student Paper #1
• Student Paper #2

Dell Case - Market Demand

• Student Paper #1
• Student Paper #2
• Student Paper #3

Dell Case - SWOT Analysis

• Student Paper #1
• Student Paper #2
• Student Paper #3

Dell Case - New Product Development

• Student Paper #1
• Student Paper #2
• Student Paper #3

Dell Marketing Plan Project

• Group Presentation #1
• Group Presentation #2
• Group Presentation #3

Past Grades

These distributions are shown for informational purposes only to satisfy student curiosity and eliminate speculation.  Past distributions should not be used to predict future distributions.

Spring 2004 Grade Distribution

Fall 2003 Grade Distribution

Spring 2003 Grade Distribution

Send mail to office (the-at-symbol) pinegars.com with questions, comments or corrections.
Last modified: 08/13/07