MKT-315: Introduction to Marketing – Supplemental Syllabus
Instructor: Efrem Lieber, B.S.Ch.E., M.B.A.
E-mail:
Telephone: (480) 226-1580
Office Location: Building 42, Room #222
Office Hours: During the COVID-19 pandemic and until further notice, office hours will be by phone,
text, or Zoom. No face-to-face office hours will be available. I will be available for brief individual and
team meetings during class times. Contact me at the email, phone, or text above to arrange personal
office hours.
Course Term: Spring 2021 – January 4th to April 16th
Day / Time: Wednesday & Friday,1PM to 2:45PM(EWF100B) or 3PM to 4:45PM (EWF 300B)
American Marketing Association Lopes Chapter Membership
CCOB students enrolled in marketing as a major or minor are encouraged to join and participate in
the Lopes student chapter of the American Marketing Association. The Lopes student chapter meets
regularly to hear from local marketing professionals and participate in competitions, service projects,
and fun events. Positions as Vice Presidents and Directors in the Lopes student chapter are available
to help you build leadership skills and improve your resume. The Lopes student chapter is supported
by the Phoenix AMA chapter, and students are encouraged to participate in events sponsored by the
local professional chapter. The national AMA dues are $50 per year, and Lopes Chapter dues are
$10 per year. GCU graduates who have been members of the Lopes Chapter are eligible for one
year of FREE AMA professional membership – a $195 value.
For more information about AMA membership, contact Dr. Chuck Jarrell, Professor Mindy Weinstein,
or a current Lopes student chapter officer.
Course Description
This course introduces models and practices used by contemporary marketers in fast-paced, dynamic
domestic and global markets including the marketing concept and processes for developing,
implementing, and assessing the effectiveness of marketing plans. Building from a foundational
understanding of consumer behavior and marketing research, students examine the development
and implementation of marketing mix strategies and tactics with emphasis on integrated marketing
communications that effectively combine traditional advertising and promotion with digital marketing.
Course Objectives
The purpose of this course is to introduce the business student to the principles and practices of
marketing. The course analyzes the methods, policies, and institutions involved in the flow of goods
and services from the producer to the consumer. The course includes an analysis of the economic,
legal and social environment, consumer and organizational buying behavior, product development
Grand Canyon University: Colangelo College of Business Spring 2021 Prof. Lieber 1
, and planning, pricing, distribution, and promotion. Students are encouraged to relate course material
to their everyday lives.
Textbook
Marketing: An enterprise view. (2018). Retrieved from https://www.gcumedia.com/digital-
resources/grand-canyon-university/2018/marketing_an-enterprise-view_2e.php
How to Access the Textbook
Go to Loud Cloud > This Class > Path > Course Material
How to Access Assignments
Go to Loud Cloud > This Class > Path > Topic > Tasks
Course Competencies
By the end of the course, the student will be able to:
1. Identify marketing concepts.
2. Identify marketing orientations.
3. Define the elements of a marketing plan.
4. Describe the significance of marketing research.
5. Determine the elements of marketing research.
6. Distinguish between segmentation, differentiation, and positioning as applied to marketing
strategy.
7. Differentiate the factors that influence consumer buying behavior.
8. Define the fundamentals of organizational marketing.
9. Identify key elements of branding and brand management.
10. Illustrate the importance of packaging and labeling.
11. Identify key elements of branding and brand management.
12. Explain the advantages of multichannel marketing.
13. Describe the key elements of retailing and wholesaling.
14. Describe key pricing strategies.
15. Demonstrate basic marketing math skills.
16. Describe the importance of integrated marketing communications (IMC) as it applies to the
overall marketing plan.
17. Explain the communication process.
18. Discern the functions of various promotional tools.
19. Define the elements of the promotional mix.
20. Describe the key elements of Internet marketing.
21. Describe the role of digital outlets in marketing strategy.
22. Defend the importance of personal selling.
23. Describe the elements of sales management.
24. Describe global market-entry strategies.
25. Describe international communication considerations.
26. Identify global marketing opportunities.
27. Discuss the role of culture and tradition in global marketing.
28. Describe the concept of societal marketing.
29. Recognize laws that impact marketing.
30. Differentiate between legal and ethical behavior in marketing.
31. Illustrate factors that influence ethical and unethical marketing decisions.
32. Explain the role of ethics in marketing decisions.
Grand Canyon University: Colangelo College of Business Spring 2021 Prof. Lieber 2
Instructor: Efrem Lieber, B.S.Ch.E., M.B.A.
E-mail:
Telephone: (480) 226-1580
Office Location: Building 42, Room #222
Office Hours: During the COVID-19 pandemic and until further notice, office hours will be by phone,
text, or Zoom. No face-to-face office hours will be available. I will be available for brief individual and
team meetings during class times. Contact me at the email, phone, or text above to arrange personal
office hours.
Course Term: Spring 2021 – January 4th to April 16th
Day / Time: Wednesday & Friday,1PM to 2:45PM(EWF100B) or 3PM to 4:45PM (EWF 300B)
American Marketing Association Lopes Chapter Membership
CCOB students enrolled in marketing as a major or minor are encouraged to join and participate in
the Lopes student chapter of the American Marketing Association. The Lopes student chapter meets
regularly to hear from local marketing professionals and participate in competitions, service projects,
and fun events. Positions as Vice Presidents and Directors in the Lopes student chapter are available
to help you build leadership skills and improve your resume. The Lopes student chapter is supported
by the Phoenix AMA chapter, and students are encouraged to participate in events sponsored by the
local professional chapter. The national AMA dues are $50 per year, and Lopes Chapter dues are
$10 per year. GCU graduates who have been members of the Lopes Chapter are eligible for one
year of FREE AMA professional membership – a $195 value.
For more information about AMA membership, contact Dr. Chuck Jarrell, Professor Mindy Weinstein,
or a current Lopes student chapter officer.
Course Description
This course introduces models and practices used by contemporary marketers in fast-paced, dynamic
domestic and global markets including the marketing concept and processes for developing,
implementing, and assessing the effectiveness of marketing plans. Building from a foundational
understanding of consumer behavior and marketing research, students examine the development
and implementation of marketing mix strategies and tactics with emphasis on integrated marketing
communications that effectively combine traditional advertising and promotion with digital marketing.
Course Objectives
The purpose of this course is to introduce the business student to the principles and practices of
marketing. The course analyzes the methods, policies, and institutions involved in the flow of goods
and services from the producer to the consumer. The course includes an analysis of the economic,
legal and social environment, consumer and organizational buying behavior, product development
Grand Canyon University: Colangelo College of Business Spring 2021 Prof. Lieber 1
, and planning, pricing, distribution, and promotion. Students are encouraged to relate course material
to their everyday lives.
Textbook
Marketing: An enterprise view. (2018). Retrieved from https://www.gcumedia.com/digital-
resources/grand-canyon-university/2018/marketing_an-enterprise-view_2e.php
How to Access the Textbook
Go to Loud Cloud > This Class > Path > Course Material
How to Access Assignments
Go to Loud Cloud > This Class > Path > Topic > Tasks
Course Competencies
By the end of the course, the student will be able to:
1. Identify marketing concepts.
2. Identify marketing orientations.
3. Define the elements of a marketing plan.
4. Describe the significance of marketing research.
5. Determine the elements of marketing research.
6. Distinguish between segmentation, differentiation, and positioning as applied to marketing
strategy.
7. Differentiate the factors that influence consumer buying behavior.
8. Define the fundamentals of organizational marketing.
9. Identify key elements of branding and brand management.
10. Illustrate the importance of packaging and labeling.
11. Identify key elements of branding and brand management.
12. Explain the advantages of multichannel marketing.
13. Describe the key elements of retailing and wholesaling.
14. Describe key pricing strategies.
15. Demonstrate basic marketing math skills.
16. Describe the importance of integrated marketing communications (IMC) as it applies to the
overall marketing plan.
17. Explain the communication process.
18. Discern the functions of various promotional tools.
19. Define the elements of the promotional mix.
20. Describe the key elements of Internet marketing.
21. Describe the role of digital outlets in marketing strategy.
22. Defend the importance of personal selling.
23. Describe the elements of sales management.
24. Describe global market-entry strategies.
25. Describe international communication considerations.
26. Identify global marketing opportunities.
27. Discuss the role of culture and tradition in global marketing.
28. Describe the concept of societal marketing.
29. Recognize laws that impact marketing.
30. Differentiate between legal and ethical behavior in marketing.
31. Illustrate factors that influence ethical and unethical marketing decisions.
32. Explain the role of ethics in marketing decisions.
Grand Canyon University: Colangelo College of Business Spring 2021 Prof. Lieber 2
