Principles of Marketing

The Principles of Marketing course outlines for students current theories of marketing, their effective application and concepts important to marketing goods and services, identifying and further defining target customers, targeting those customers and really reaching them through your messaging from both a domestic and global perspective. Students will explore the elements of market research, identifying target customers, branding, pricing, developing product offers, and developing marketing communications for various distribution channels. Students will examine marketing critically from the perspective of the consumer, the overall economy, and technology as well as the legal and ethical issues that arise to ensure responsible marketing.

This course provides students with a view of the principle areas of marketing. It explores the factors influencing how marketing decisions are made, including the impact of marketing decisions on an organization and its customers. Students will gain a working knowledge of practical marketing and business vocabulary. Additionally, students will analyze today’s global, highly competitive marketplace and evaluate how the actions of competitors influence marketing decisions.

Upon completion of this course, the student will be able to:

• Evaluate the primary components of a marketing plan from strategic, functional, and operational perspectives
• Analyze how the characteristics of the business environment can impact marketing decisions
• Analyze the possible impacts of marketing research on a business plan
• Evaluate how consumer characteristics and behavior affect marketing strategies
• Compare B2B and consumer markets
• Compare various considerations in product and services marketing
• Analyze how integrated marketing communications (IMCs) are developed and implemented
• Analyze the considerations and process of creating a pricing strategy
• Distinguish marketing channel options, considerations, and interactions

This class includes the following eText:
Armstrong and Kotler. (2011). Marketing: An Introduction; 10/E; ISBN: 9780136102434

This course does not include tutoring.