Course Abstract Details

MKTG-201, Principles of Marketing

Credits: 3

Course Description

MKTG-201, Principles of Marketing, provides the student with the fundamental concepts associated with the study and practice of marketing. Major topics of discussion include the marketing environment, decision making, buyer behavior, and marketing mix strategies as they relate to organizations competing in a global economy. Prerequisite: exemption/completion of READ-099. SPCH-101 recommended. Three hours lecture each week. Three credits. Three billable hours. DIVERSITY/WORLD VIEW.

Course Objectives and Grading Information

COURSE OBJECTIVES: Upon successful completion of this course, students will be able to:

1. Describe the function of marketing and how companies attract new customers and retain current customers through relationship marketing. (BUAD PG 1)

2. Explain the role of strategic planning in marketing and the ways in which a company's micro and macro environments affect its ability to meet the needs and wants of its customers. (BUAD PG 1)

3. Discuss the importance of information to the marketing function and describe the process of marketing research. (BUAD PG 1)

4. Describe how consumers, businesses, and members of the institutional market make buying decisions and how cultural, social, personal, and psychological factors influence consumer buying behavior. (BUAD PG 1)

5. Explain the need for market segmentation and characteristics of an effective market segment. (BUAD PG 1)

6. Define the types of consumer and industrial products and services, and explain the major decisions within product strategy, including branding, product quality, and warranties. (BUAD PG 1)

7. Describe the new-product development process and the product life cycle, highlighting how marketing strategy changes from one stage to the next. (BUAD PG 1)

8. Identify the factors that influence pricing strategy and describe cost based (including markup pricing and breakeven analysis), perceived value, and buyer based pricing. (BUAD PG 1)

9. Discuss the ways in which channel design and management affect the overall success of a marketing program including the various types of wholesalers and retailers and the major marketing decisions made by each. (BUAD PG 1)

10. Describe the elements of the promotional mix, and compare and contrast the advantages and disadvantages of each. (BUAD PG 1)

11. Discuss the global market today, including the economic, political-legal, and cultural environments that affect a company?s international marketing decisions, approaches to entering international markets, adaptation of marketing mixes, and forms of international marketing organizations. (GE GOAL 6, BUAD PG 1)

12. Define marketing ethics and social responsibility and discuss strategies for encouraging ethical behaviors. (GE GOAL 7, BUAD PG 1)

13. Communicate effectively in writing and employ appropriate information literacy skills. (GE GOALS 1 and 4, BUAD PG 2)

14. Demonstrate the ability to use work processing and spreadsheet software to communicate information and analyze data. (GE GOAL 4, BUAD PG4)

15. Use inductive and deductive logic to draw valid conclusions. (GE GOAL 2, BUAD PG 5)

16. Demonstrate the ability to make effective oral presentations. (GE GOAL 1, BUAD PG 3)

Learning Goals

The abbreviations in parentheses represent Learning Goals which have been identified for this course and program of study:

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