Principles of Marketing

Description

Learner Outcomes:

Upon successful completion of the course, students will be able to: develop customer relationships and value through marketing; link marketing and corporate strategies; scan the marketing environment; discuss ethics and social responsibility in marketing; define consumer behavior; recognize organizational markets and buyer behavior; list ways to reach global markets; turn marketing information into action; identify market segments and targets; develop new products and services; discuss the management of products, services, and brands; formulate pricing strategies for products and services; create strategies for managing marketing channels and supply chains; define retailing and wholesaling; integrate marketing communications and direct marketing; analyze advertising, sales promotion, and public relations; define personal selling and sales management; implement interactive and multi-channel marketing.

Credit recommendation:

In the upper division baccalaureate degree category, 4 semester hours in Business or Management (11/16).

MAR – 101 Introduction to Marketing is a self-study course whose grade is based on a mid-term examination (25%), case study (25%), and final examination (50%).

Course Description:

 This course is devoted to the study of marketing and the marketing system involved with the task of marketing products and services. It focuses on the mechanisms that new ideas and products are brought to the market. It deals with how to manage existing products in a dynamic competitive environment. The overall purpose of this course is to become acquainted with the application, analysis, synthesis, and evaluation of the theories and practice of marketing. This course teaches how to develop marketing plans based on an understanding of issues associated with: pricing and costing, buying behavior, market segmentation, channel management, and other marketing topics as they are applied to the marketing goods and services.

Learner Outcomes:

 On completion of the course, students will have the ability to:

• Develop customer relationships and value through marketing
• Link marketing and corporate strategies
• Scan the marketing environment
• Discuss ethics and social responsibility in marketing
• Define consumer behavior
• Recognize organizational markets and buyer behavior
• List ways to reach global markets
• Turn marketing information into action
• Identify market segments and targets
• Develop new products and services
• Discuss the management of products, services, and brands
• Formulate pricing strategies for products and services
• Create strategies for managing marketing channels and supply chains
• Define retailing and wholesaling
• Integrate marketing communications and direct marketing
• Analyze advertising, sales promotion, and public relations
• Define personal selling and sales management.
• Implement interactive and multichannel marketing