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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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