MKTG 570 – Concepts & Issues in Mktg
Section 001 – Fall 2011
Dr. Deborah L. Cowles
Dr. Deborah L. Cowles, Room B3172, Snead Hall, dlcowles@vcu.edu, 828-7191
Monday: Online Office Hours 8 AM – 9 AM In Office 10 AM – 1 PM
Wednesday: Online Office Hours 8 AM – 10 AM
Thursday: Online Office Hours 8 AM – 9 AM In Office 11 AM – 1 PM
And by appointment
Contact me by e-mail to make an appointment. I tend to check e-mails early every morning and
later in the day, and I try to return e-mails on a daily basis.
Course Description and Objectives
Upon successful completion of this course, students will be expected to:
a. accurately define marketing and explain the increasing importance of ethical and social
issues in the evolution of the marketing concept;
b. identify the traditional components of the marketing mix (product, price, place, and
promotion) and describe how these components interact with the ethical issues
discussed in the text, as well as how they manifest themselves in an online marketing
environment;
c. describe the importance of the study of customer behavior (individual consumers, as well
as organizations/businesses) in marketing and explain how knowledge of the customer
decision-making process is used in the development of marketing strategies;
d. distinguish between competition-oriented and consumer-oriented marketing strategies,
and understand the role that marketing research and marketing information systems play
in identifying, understanding, and participating in markets;
e. describe how market segmentation is used to position and sell products in target markets;
f. evaluate, discuss, and recommend product development and branding strategies, pricing
strategies, and integrated marketing communication strategies;
g. explain the reasons for the use of different types of channel structures and marketing
intermediaries.
i. identify marketing tactics and strategies that foster a quality customer experience (both
online and face-to-face), as well as long-term customer relationships.
j. understand recent Web 2.0 (and beyond) developments (e.g., social media), as well as
their impact on making marketing strategy recommendations, and appreciate the
dynamic nature of this emerging area of marketing – requiring a commitment to ongoing
learning.
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