MAKT 201 – Principles of Marketing– 3 hours credit –Comprehensive study of structure and functions of marketing system in the firm, economy, and society; analysis of target markets, environments, and managerial aspects of marketing practices.
LEARNING OUTCOMES
Upon successful completion of this course, the student will be able to:
- Describe the different environments in which marketing operates and their effects including: demographic, economic, social-cultural, political-legal, technological, and competitive.
- Compare the different tools of marketing research and marketing information systems and how they are used in modern marketing.
- Define the marketing concept and the “4 Ps” of marketing: product, placement, pricing, and promotion.
- Illustrate marketing segmentation and target market selection through the analysis of real-world products and marketing efforts.
- Describe consumer behavior and how buyers make decisions.
- Compare marketing on the Internet with traditional marketing channels.
- Contrast marketing to consumers with organizational markets.
- Identify and describe the most important international trading markets and organizations including NAFTA, EU, and the WTO.
- Understand how marketing is related to other business functions and its importance to the success of the business entity.
- Understand the importance of consumer behavior as it relates to buying behavior.
- Identify, analyze and use source of marketing research information to aid in decision-making.
- Identify, understand and apply basic marketing concepts to solving marketing challenges.
- Understand good marketing practices and techniques and how to apply them.
- Develop a sound, integrated marketing plan.