Welcome to MKTG 3100 - Principles of Marketing - at Otterbein University. In this course, we will learn about the relationships between marketing decisions and the firm’s performance. There are four required texts, including:
MKTG 13 by Lamb, Hair, McDaniel
Principles of Marketing Engineering and Analytics 3rd edition by Lilien, Rangaswamy, De Bruyn
Theory Made Simple, which will be distributed in class
The instructions for writing the reflection essay, the explanation of participation points, and the due dates and assigned chapters for quizzes are available by clicking this link.
The memo assignment including due dates and the grading rubric can be found by clicking this link.
All content related to the Market Share simulation including:
are available by clicking each link. Students are strongly encouraged to consult these resources to help them succeed in the course.
Description & Objective
The primary objective of MKTG 3100 is to develop your marketing vocabulary and analytical skills. You will work on (A) managerial-relevant formulae that you are expected to know and apply in a business setting, (B) developing a strategic direction for your brand and making a managerial-oriented recommendation, and (C) implementing tactical decisions to improve your brand’s top and bottom line performance. This skill development will occur through a variety of approaches including in-class discussion, cases, and simulation. Increasingly, businesses are driven by analytics. This drive is created by new sources of data coupled with cheaper technology to analyze this data. To prepare you for business coursework at Otterbein University as well as to make you more desirable for potential employers, we have created one of the most unique Principles of Marketing courses in the nation.