Herguan University COURSE OUTLINE Course Title: Economics & Marketing Credit Hours: 45 Hours Prerequisite: Course Code:

PCB-4 Credit Units: 3

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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Herguan University 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% A90-93% B+ 87-89% B 83-86% B80-82% 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 students 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 students 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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Herguan University 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

Herguan University

Course Syllabus (PCB-4 Economics & Marketing)

Instructor Name: Shireen Khan Instructor Contact Information: shireen@herguanuniversity.org 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.

Term: Fall 2013

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

Herguan University Course Schedule In-Class Month Nov- 2013 Principles of Economics Review Chpts 1, 2, 3, 4 Principles of Marketing Review Chpts 1, 2, 3, 4
Chpt 1: Ten Principles of Economics Chpt 1: Marketing: Creating and Capturing Customer Value 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

Assignments and Dates Read Chpts 1, 2, 3, 4

Due

Assignment 1 due Nov 4, 2013 Target Case Study (given on course portal) Assignment 2 due Nov 11, 2013: Economics: Chapter 4 Summary.

Nov 2013

Principles of Economics Review Chpts 5, 6, 7, 8 Principles of Marketing Review Chpts 5, 6, 7, 8 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

Read Chpts 5, 6, 7, 13 and Read Chpts 5, 6, 7, 8 Assignment 3 due Nov 18, 2013CISCO Case Study (given on course portal) Assignment 4 due Nov 25, 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].

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

Herguan University Dec Jan Principles of Economics 2013 Review Chpts 14, 15, 17, 18 Principles of Marketing Review Chpts 9, 10, 11, 18
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

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 (given on course portal) 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].

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 shireen@herguanuniversity.org Please include your student ID, course number, and assignment number in the subject line of the email. No late assignments will be accepted.