Economics 161

Introduction to Marketing
Winter 2003

Dr. Mary Flannery

Office: Social Science I, Room 255

Phone: 459-5241
Email: flannery@cats.ucsc.edu
Office Hours: MW 12:30-1:30 or by appointment
Class website: http://econ.ucsc.edu/faculty/flannery/econ161

Text: Lamb, Hair and McDaniel, Marketing, 6e, South-Western Publishing, 2002

Course Objectives
A. To facilitate the student’s understanding of the breadth of activities
that fall within the domain of marketing.
B. To introduce students to the role of marketing within society and
within the economic system.
C. To expose students to basic problems and decisions that frequently
confront the marketing manager, and the basic methods and tools to
address these problems and decisions.
D. To introduce students to various marketing concepts and terminology
used by decision-makers charged with managing the firm’s marketing
efforts.
E. To examine ethical issues faced by people who work in the marketing
area.
F. To develop students’ ability to think critically, write clearly and speak
persuasively.

Grading (Total of 200 points)

Homeworks 15 points each
Class Participation 10 points
Midterm 40 points
Final 60 points
Lectures
I will lecture on Chapters 1-20 to provide a theoretical background in the study of
marketing. Each class will also contain video clips, periodical articles, etc. to encourage
class discussion and enhance the theoretical material. To supplement the text, you should
regularly read periodicals such as Business Week, The Wall Street Journal and The
Economist. You are encouraged to relate such material to the textbook and to bring up
examples during lectures.

Homeworks
There are six written assignments to be completed individually. See the course outline
for the due dates of these six assignments. Sometimes the assignments will be questions
from the review sections of the book. Other times, it will involve research a particular
company and its practices. Homeworks constitute a major portion of your grade and as
such, you should complete the assignments thoroughly and carefully. There will be
seven assigned homeworks and I will drop the lowest grade when calculating your final
score. Except in very special circumstances, I will not accept late homework.

Class Participation and Attendance

Every class will include time for discussions and every student is expected to be prepared
at all times to comment in any discussion. I will keep a record of your participation and
attendance. Even though this is a large class, I will expect and encourage interaction
through group activities and other assignments.

Midterm and Final Exam

You will have two exams which will be a combination of multiple choice questions and
short answer questions. You are responsible for the chapters indicated in the syllabus
even if we do not cover all the points in class.
COURSE OUTLINE

Date Reading Assignment

January 3 Introduction
January 6 Ch.1 An Overview of
Marketing
January 8 Ch.2 Strategic Planning
for Competitive
Advantage
January 10 Ch.3 The Marketing Homework #1 due
Environment and Page 23, #2 and 5
Marketing Ethics Page 55, #2 and 5
January 13 "Beyond Starbucks," pp. Class Discussion on Case
133-4
BusinessWeek, September
9, 2002
January 15 Ch.4 Developing a Global
Vision
January 17 Ch.5 Consumer Decision Homework #2 due
Making
January 20 HOLIDAY
January 22 Ch.6 Business Marketing
January 24 Ch.7 Segmenting and Homework #3 due
Targeting Markets
January 27 Ch.8 Decision Support
Systems and Marketing
Research
January 29 "Redefining Prices at Class Discussion on Case
Priceline," pp. 286-7
January 31 Ch.9 Product Concepts Homework #4 due
February 3 Ch.10 Developing and
Managing Products
February 5 "Coke: Leveraging the Class Discussion on Case
Brand," pp. 371-2
February 7 Review
February 10 MIDTERM
February 12 Ch.11 Services and
Nonprofit Organization
Marketing
February 14 Ch. 12 Marketing
Channels and Supply
Chain Management
February 17 HOLIDAY
February 19 Ch.13 Retailing
February 21 "Disney Consumer Homework #5 due
Products," pp. 466-7 Class Discussion on Case
February 24 Ch. 14 Integrated
Marketing
Communications
February 26 Ch. 15 Advertising and
Public Relations
February 28 Ch. 16 Sales Promotion Homework #6 due
and Personal Selling
March 3 “Crisis on the Class Discussion on Case
Homefront”, pp. 566-7
March 5 Ch. 17 Pricing Concepts

March 7 Ch. 18 Setting the Right Homework #7 due

Price
March 10 Ch. 19 Internet Marketing
March 12 Ch. 20 One-to-One Class Discussion on Case
Marketing
"2000 Olympics-Price
Tags for the Olympic
Games," pp. 632-3
March 14 Summary and Review