Fall 2013 Pcb4 Course Outline

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COURSE OUTLINE

Course Title: Economics & Marketing Course Code: PCB-4

Credit Hours: 45 Hours Credit Units: 3

Prerequisite:

Course Description

This course brings together the study of economics and marketing. Students are taught the

application of quantitative economics theory at the micro and macro level as it functions within

the context of business marketing plans and strategies. Topics include: Basic concepts of

economics; prices and output determination in different market situations; real world economic

issues, marketing principles, functions, and methods in creating and delivering value; and

marketing structure.

Course Learning Outcomes

Upon completion of this course, students will be able to:

• identify the structure and operation of the output and resource markets

• manage and develop strategies for product development, pricing and for competitive

markets

• analyze firm behavior and marketing processes

• develop marketing opportunities and strategies

Students Learning Outcome Evaluation Methods

• Classroom/group discussion and debates

• Research paper

• Case Study Analysis

• Oral presentations

• Examinations

Learning Resources

• Recommended Textbook

Mankiw N. G. (year). Principles of Economics. (5th Edition) South-Western Cengage Learning

ISBN: 978-0-324-58997-9

Kotler P. & Armstrong G. (year). Principles of Marketing (14th Edition) Pearson Prentice Hall

ISBN: 978-0-13-216712-3

• Library for reference and research work.

• Power Point Presentations, Internet resources

Instructional Modes

Lecture, discussion, group work, papers, presentations, exams

Instructional Strategies

Reading is a critical element of this course. Students will be expected to critically analyze issues

or problems presented, applying theory and principles from the readings and from research

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findings. Class discussions or team discussions will focus on application of laws and principles

to topical issues.

Grading Scale

In the graduate classes, a grade below C is not passing.

A 94-100%

A- 90-93%

B+ 87-89%

B 83-86%

B- 80-82%

C+ 77-79%

C 70-76%

F <70%

Attendance

Attendance is mandatory. Absences may be excused for childbirth, a documented illness, an

injury, and a death in the family, or other emergency situation acceptable to the Academic

reviewer. Students should contact the Professor as soon as possible on the first day of an absence

and give an estimation of the duration of the absence. Special arrangements may be made to

make up missed classes. Based on the student’s academic progress, the instructor will assign the

student work to cover tardiness or absence.

Absences and Make Up

Make up class: Three hours of make-up work is required for each absent classroom hour. Thus,

in order to make-up one missed class meeting, a student make-up assignment must require NINE

(9) hours of work outside the classroom. If someone enrolls late, he or she must make up the lost

class time in order to earn enough credits/units, or retake the class. It is the student’s

responsibility to make arrangements with the professor for make-up learning assignments.

Academic Integrity Policy

Ensuring academic integrity is an ethical responsibility we take seriously at Herguan University.

Based on respect for individual academic achievement, each student and faculty member

commits to being a part of a learning community which is characterized by upholding the

foundational principles of honesty, equity, mutual responsibility, respect of others, and personal

integrity. Advancing the principles of academic integrity is essential because doing so enhances

the quality of academic work, institutional operations, and the assessment of educational goals.

In accordance with the policy, students are expected to do their own work on examinations, class

preparation and assignments and to conduct themselves professionally when interacting with

fellow students, faculty and staff. Students are also expected to make equitable contributions to

the quality and quantity of work performed on group projects. Academic and/or professional

misconduct (behaving contrary to the policy) is subject to disciplinary action including being

placed on probation, failing a graded course assignment, failing a course, or being dismissed.

Student academic misconduct and violations of this policy include, but are not limited to the

actions below:

Misrepresenting Class Attendance: Not attending class and instead, having another

person attend class pretending to be you.

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Cheating on Examinations: Using unauthorized notes, looking at another student's test

paper, or providing another student with answers during an examination or quiz

Plagiarism: Using another person's ideas, words, expressions, or findings in your

writing or speaking without acknowledging the source.

Forgery: Altering college forms, documents, records, or the signing of such forms or

documents by someone other than the proper authority.

Bribery: Paying someone or receiving money or other gifts in exchange for performing

a dishonest or illegal act.

Major Study Units

Principles of Economics

Introduction

Ten Principles of Economics

Thinking like an Economist

Interdependence and the Gains from Trade

How Markets Work

The Market Forces of Supply and Demand

Elasticity and its Applications

Supply Demand and Government Policies

Markets and Welfare

Consumers, Producers, and the Efficiency Markets

Firm Behavior and the Organization of Industry

The costs of Production

Firms in Competitive Markets

Monopoly

Oligopoly

The Economics of Labor Markets

The Markets for the Factors of Production

Principles of Marketing

Defining Marketing and the Marketing Process Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Understanding the Marketplace and Consumers Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Designing a Customer-Driven Strategy and Mix Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New-Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Pricing Strategies

Creating Competitive Advantage

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Course Syllabus – (PCB-4 Economics & Marketing)

Instructor Name: Shireen Khan Term: Fall 2013

Instructor Contact Information: [email protected]

Office Hours: Monday-Friday 9:30am-6:30pm

Course Assignments and Performance Requirements

20 % of grade – 6 Assignments

40 % of grade – Mid-Term Exam

40 % of grade – Final Exam

Only a P or NP grade can be earned in this course.

Instructor Policies

• Active participation in class and weekly feed-back about the progress of assignments.

• Clear, well-organized assignments showing original work without any mistakes. First page should

have your name, student ID, Assignment name and due date. Include references that you use for

the assignments on the last page.

• No make-up assignments for this course

• No late assignments acceptable.

Research Expectations

Use information resources/ library resources

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Course Schedule

Month In-Class Assignments and Due

Dates

Nov- 2013 Principles of Economics

Review Chpts 1, 2, 3, 4



Read Chpts 1, 2, 3, 4

Chpt 1: Ten Principles of Economics Chpt 1: Marketing: Creating and Capturing Customer Value

Assignment 1 due Nov 4,

2013 –Target Case Study

(given on course portal)


2013: Economics: Chapter 4

Summary.

Chpt 2 Thinking like an Economist Chpt 2: Company and Marketing Strategy: Partnering to

Build Customer Relationships

Chpt 3: Interdependence and the Gains from Trade Chpt 3: Analyzing the Marketing Environment

Chpt 4: The Market Forces of Supply and Demand Chpt 4: Managing Marketing Information to Gain Customer

Insights

Nov 2013 Principles of Economics




Read Chpts 5, 6, 7, 13 and

Read Chpts 5, 6, 7, 8


2013–CISCO Case Study



2013: Marketing: Chapter 8

Summary

[Please note: Write the

assignments in your own

words and include references

that you have used to write

the assignments on the last

page].

Chpt 5: Elasticity and its Applications

Chpt 5: Consumer Markets and Consumer Buyer Behavior

Chpt 6: Supply Demand and Government Policies

Chpt 6: Business Markets and Business Buyer Behavior

MID-TERM EXAM Friday Dec 20, 2013

Principles of Economics Chapters 1-6

Principles of Marketing Chapters 1-6

Chpt 7: Consumers, Producers, and the Efficiency

Markets

Chpt 7: Customer-Driven Marketing Strategy: Creating

Value for Target Customers

Chpt 13: The costs of Production

Chpt 8: Products, Services, and Brands: Building Customer

Value

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Dec – Jan

2013 Principles of Economics




Read Chpts 14-15, 17-18 and

Chpts 9-11, &18

Assignment 5 due Dec 2,

2013

Principles of Economics -

Q14 –page 88

Q8- page 341


Assignment 6 due Dec 9,

2013: Economics: Chapter

15 Summary

[Please note: Write the

assignments in your own

words and include references

that you have used to write

the assignments on the last

page].

Chpt 14: Firms in Competitive Markets Chpt 9: New-Product Development and Product Life-Cycle

Strategies

Chpt 15: Monopoly Chpt 10: Pricing: Understanding and Capturing Customer

Value

Chpt 17: Oligopoly Chpt 11: Pricing Strategies

Chpt 18: The Markets for the Factors of Production Chpt 18: Creating Competitive Advantage

FINAL EXAM Friday Jan 10, 2014 Principles of Economics - Chapters 7, 13-15, 17-18

Principles of Marketing - Chapters 7-11, & 18

Please Note: Your name, student ID, course number & name and assignment number e.g.

(Assignment 1) to be included on the first page of every assignment.

[Please note: Write the assignments 1-6 in your own words and include references that you

have used to write the assignments on the last page].

Email the scanned copy of the original assignments by their due dates to

[email protected] Please include your student ID, course number, and assignment

number in the subject line of the email.

No late assignments will be accepted.

Fall 2013 Pcb4 Course Outline

Documents

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