MKTG 101 - Principles of Marketing

PREREQUISITES: Demonstrated competency through appropriate assessment or earning a grade of “C” or better in ENGL 083 - Reading Strategies for College and ENGL 093 - Introduction to College Writing, or ENGL 095 - Integrated Reading and Writing or ENGL 075 - Co-Requisite Integrated Reading & Writing and MATH 023 - Essentials of Algebra or MATH 080 - Mathematical Principles or higher.
COREQUISITES: Demonstrated competency through appropriate assessment or earning a grade of “C” or better in MATH 023 - Essentials of Algebra or MATH 080 - Mathematical Principles or higher.
PROGRAM: Business Administration
CREDIT HOURS: 3
LECTURE HOURS: 3
DATE OF LAST REVISION: Spring, 2018

Introduces environmental analysis, marketing research, consumer behavior, segmenting, targeting, positioning, branding, product management, price strategy, supply chain management, integrated marketing communications, and market analytics and control. Develop a basic marketing plan.

MAJOR COURSE LEARNING OBJECTIVES: Upon the successful completion of this course the student will be expected to:

Analyze the nature of marketing in a competitive market, and how it functions in domestic and global economies.
Describe the various environmental factors affecting marketing decisions.
Explain how mission, situational analysis, objectives, positioning, and product and market analysis affect planning, forecasting and overall marketing strategy.
Explain the process of marketing research and its influences on marketing strategy.
Apply market segmentation, describe its relationship to selecting a target market, and discuss its effect on the success of the marketing plan.
Explain the purchase decision process and influences that affect consumer behavior.
Discuss and explain how logistics, marketing channels, and supply chain management create utility.
Discuss pricing strategy as it relates to markets, segments, and profitability.
Explain the correlation between marketing metrics and customer relationship management in providing feedback to identify gaps in meeting marketing objectives.
Construct an integrated marketing plan.

COURSE CONTENT: Topical areas of study include - Competitive advantage

Environmental analysis

Marketing research process

Consumer decision making process

Decision process influences

Problem solving behavior

Segmentation variables

Consumer markets

Organizational markets

Target market

Market potential

Market share

Positioning

Mission

Situation analysis

Marketing objectives

Differentiation

Product life cycle

Branding

Product Lines

Product Types

Perceptual Maps

Price elasticity

Breakeven

Price strategy

Value creation

Channel conflict

Physical distribution considerations

Intensity of market coverage

Promotion mix

Marketing metrics

Integrated Marketing Communications

Marketing concept

Customer relationship management

Marketing Mix

Advertising Campaigns

Marketing plan