Marketing plays an important role in today's successful businesses. This course will provide an overview of the marketing processes and activities which are imperative for students entering the business arena.
This course will focus on marketing as it relates to retailing, advertising, public relations, sales promotions, and sales management in a variety of mediums. Students will be exposed to topics such as strategic marketing, ethical and social responsibilities, selection of target markets, consumer behavior, and international marketing. Students will also study the concepts of product and brand development, pricing decisions, marketing channels, and supply-chain management. Involvement in this course will provide a strong foundation and appreciation for the important role marketing plays in business, society, and everyday life.
Student Learning Outcomes
- Describe the elements of the market mix: Product, Price, Place
(Distribution), Promotion and apply to marketing strategies.
- Demonstrate how products and services impact customer value
- Identify how customers determine value by comparing their benefits to
- Decide how place (distribution) can create a competitive advantage for
- Analyze how promotions impact marketing communications with the customer.
- Evaluate market segments, target market selection, and market position.
- List and examine the benefits of each components of a marketing plan.
- Identify and analyze the environmental forces affecting international
- Differentiate between corporate ethics and corporate social
- Differentiate between the steps of the consumer buying decision process
and the business buying decision process.
- Explain product differentiation as it relates to demand, costs, and profits.
- Identify the importance of Integrated Marketing Communications (IMC).
Please see eServices for section availability and current pre-req/test score requirements for this course.