REQUIRED MATERIALS

    (1)  Beniger, J., 1986,  The Control Revolution:  Technological and Economic Origins of the
            Information Society.  Harvard University Press.  [B]

    (2)  Peter, J. P. and J. H. Donnelly, Jr., 2000,  A Preface to Marketing Management.  Eighth   Edition.  Business Publications.  [PD]

    (3)  Selected readings on electronic reserves;  see CourseInfo. for links. [*]

    (4)  Beginning the week of Jan. 29, a subscription or newstand copy of BusinessWeek.

GOALS:

    (1)  Define markets and marketing in sociological terms;  investigate several arguments about    the modern origins of markets and marketing;

    (2)  Consider and explore the nature of market processes:

         (a) with brief review of neoclassical and efficiency approaches;

         (b) with significant counterpoint of control, transaction cost, and other institutionalist approaches to market phenomena; 

    (3)  Apply and test our ideas on a weekly basis with structured discussion of material from each week’s edition of Business Week

    (4)  Investigate what firms and managers do in terms of a sociological definition of marketing, particularly with respect to labor and product markets;

    (5)  Contend with selected special issues including marketing of services, global markets, ethics, and the future.

REQUIREMENTS:

            Four components determine the final grade in the course:  a midterm exam (30%), a final exam (40%), class participation (10%), and BW market notes and summaries (20%; see below).  There is no required attendance policy but the class participation part of the grade assumes consistent attendance, participation, and reading assigned materials in advance.  Both exams will be essay. The final exam will include preparation of a marketing plan.  For each class I expect that you do the reading in advance and be prepared to discuss and ask questions.  You will be called upon to lead discussion with your comments, views and questions.

            Beginning January 31, we will spend each Thursday’s class in structured discussion of that week's BW.  My intent is that we use this common, current material as source of examples and interpretation, and infuse the theoretical parts of the class with a contemporary, "real world" content.  The attached matrices are one device to structure the discussion.  Please photocopy 10 or 15 of these before using the one provided.   They are also available on the course syllabi website of the Markets & Management Studies Program site, and the CourseInfo. site

            Please follow a "2‑5 rule" as a minimum:  Each week spend at least two hours reading the BW‑‑‑I do not expect you to read all of it‑‑‑and make at least 5 entries into the matrix that we are using for that part of the course.  This is the minimum required for a C grade on the news discussion part of your final grade.  At the start, simply list the gist of the story headline and a clause or so as to what is important from a markets point‑of‑view.  Concentrate your energy on market phenomena in the first part of the course and on marketing phenomena in the second half of the course.  During some weeks we will collect and review your entries, and once or twice later in the semester I will ask for one typed page of analysis of a story of your choosing.  We will adjust these procedures as required.  Save your notes because exams will ask you to document your arguments with evidence and stories from BW.

            Finally, I value the Duke Honor Code and expect your full compliance with it in all exams and assignments.  For more information on the Honor Code, consult:  http://www.duke.edu/web/HonorCouncil/resources.htm.

             COURSE OUTLINE

                                 Where to Go for More Information:  A Brief Bibliography

On neoclassical/efficiency perspectives:
Becker, G.  1975.  Human Capital.  2nd Edition.  New York:  Columbia.
Cyert, R. M. and J. G. March.  1963.  A Behavioral Theory of the Firm. Englewood Cliffs, NJ:Prentice‑Hall.
D’Aveni, R.. A.  1994.  Hypercompetition:  Managing the Dynamics of Strategic Maneuvering. New York:  Free Press.
Oster, S.  1994.  Modern Competitive Analysis.  2nd ed.  New York:  Oxford.
Varian, H.  1984.  Microeconomic Analysis.  2nd Edition.  New York:  Norton.

On technology:
Cyert, R. and D. Mowery.  1988.  The Impact of Technological Change on Employment and Economic Growth.  New York:  Ballinger.

On institutional approaches (macroscopic, economic, global):
Block, F.  1990.  Postindustrial Possibilities:  A Critique of Economic Discourse.  Berkeley: UC Press.
Burt, R. S. and D. S. Carlton,  1989  "Another look at the structure of American markets."  American Journal of Sociology  95: 723‑753.
Fligstein, N.  2001.  The Architecture of Markets.  Princeton:  Princeton University Press.
Geruson, R.  1992.  A Theory of Market Strategy.  New York:  Oxford.
Jacquemin, A.  1987.  The New Industrial Organization.  Boston:  MIT.
Porter, M. E.  1990.  The Competitive Advantage of Nations.  New York:  Free Press.

On firms, managers and organizations:
Hanson, W.  2000.  Principles of Internet Marketing.  Cincinnati:  South-Western College Publishing.
Hodson, R. and T. Sullivan.  2001.  The Social Organization of Work.  3rd ed.  New York: Wadsworth. 
Gross, E. and A. Etzioni.  1985.  Organizations in Society.  Englewood Cliffs: Prentice‑Hall.
Kotler, P.  1986.  Principles of Marketing.  3rd Edition.  Englewood Cliffs:  Prentice Hall.
Powell, W. W. and P. J. DiMaggio.  1991.  The New Institutionalism in Organizational Analysis. Chicago:  Univ. Chicago Press.
Samli, A. C. and H. Hill.  1998.  Marketing Globally:  Planning and Practice.  Lincolnwood, IL: NTC Business Books.
Stanton, W. J., M. J. Etzel, and B. J. Walker.  1994.  Fundamentals of Marketing.  Tenth    Edition.  International Edition.  New York:  McGraw.

Journals of interest in M & M resource room (Rm 258 Soc/Psy):  Advertising Research, Advertising Age, American Demographics, Business Week, The Economist, Harvard Business Review, Journal of Marketing Research, Journal of Marketing, Wall Street Journal.

Please print out the following PDF tables:

Relations Among Markets
Relations Between Markets and Other Structures
Marketing Concepts