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Principles
of Marketing (MKT 306 3.0 Cr)
Business & Management
Course Description
Marketing is the process of moving goods and
services from production to the consumer.
This course surveys the principles of marketing
and reviews the basic strategies for promoting
the sale of goods and services for both for-profit
and public sector organizations. It provides
an overview of the marketing approaches used
in different industries and the implications
for sales and marketing leaders. By learning
about the marketing approaches used in different
industries, students will be able to formulate
basic marketing plans for themselves as they
pursue their professional interests.
Learning Objectives
After completing this course, students will
be able to:
• Identify the role of marketing in
an individual business, in the American economy,
and in the global economy
• Verify the importance of a customer
orientation on the part of all employees of
an organization
• Explain the relationships among marketing
and other business functions, government and
society
• Apply marketing principles to not-for-profit
organizations as well as for-profit businesses
• Apply marketing principles to services,
ideas, people and places as well as products
• Assess an organization's marketing
program, through which products are planned
priced, promoted, and distributed
• Propose processes for increasing efficiency,
regulating activities, and increasing the
social benefits of the exchange process
• Develop and write an effective marketing
program
Breadth of Assignments
This course uses a variety of assignment types
in exploring the principles of marketing including
reading assignments, both online and textbook
based, case studies, online research, class
discussions, individual research and writing
assignments, group projects, and a course-long
marketing plan project.
Required Resources
Boone, L. and D. Kurtz (2004). Contemporary
Marketing (11th ed). Mason OH: South-Western
College Publishers. ISBN: 0-324-18510-3.
Course Summary
Principles of Marketing
Business & Management
Module/Topics
Module 1: Marketing Environment
• Marketing environment dynamics
• Marketing social perspectives
• Marketing ethics applications
• International marketing issues and
challenges
• International market entry viability
Module 2: Relationship Marketing
• Customer needs analysis planning
• Long-term customer retention strategies
• Different kinds of e-commerce sites
• How technology-based resources, such
as data mining and the Web, are revolutionizing
marketing
Module 3: Marketing Planning
• Organizational planning levels
• Marketing strategy fundamentals
• Marketing plan components
Module 4: Marketing Research
• Market and consumer research processes
• Survey research data relevance
• Where to start looking for secondary
data
• How new technology such as scanners
and the Web are revolutionizing market research
Module 5: Target Marketing
• Market segmentation and target marketing
fundamentals
• Market profile reports
• Organizational positioning options
Module 6: Consumer Behavior
• Consumer motivation and behavior factors
• The process of consumer decision-making
• Consumer-purchasing perspectives
Module 7: Business-to-Business Marketing
• Business-purchasing perspectives
• Organizational purchase decision factors
• How organizational buyers evaluate
the performance of business marketers
Module 8: Product Strategy
• Product development processes
• Product life cycle phases
• Basic service marketing principles
• Different kinds of branding
Module 9: Pricing Strategy
• The pricing determination process
• Pricing strategies and trends
• The legal constraints of pricing behavior
• The implications of new technology
for pricing in the market
Module 10: Distribution Strategy
• Basic marketing channel concepts and
principles
• Marketing channel management dynamics
• Basic retailing and wholesaling characteristics
• Current retailing and wholesaling
trends
• The relationship between logistics
and the broader field of marketing channels
Module 11: Integrated Marketing Communications
• Integrated marketing communications
principles
• Product/service advertising strategies
• The role of sales promotion
• The nature of public relations
• The role of sponsorship marketing
and the practices of event marketing and cause-related
marketing
Module 12: Personal Selling
• The sales process
• Tasks and functions of the sales manager
• The four basic sales channels
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