Jun 24, 2024  
2023-2024 Catalog 
    
2023-2024 Catalog [ARCHIVED CATALOG]

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 Readin  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 MIN: 3
LECTURE HOURS MIN: 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:

  1. Analyze the nature of marketing in a competitive market, and how it functions in domestic and global economies.
  2. Describe the various environmental factors affecting marketing decisions.
  3. Explain how mission, situational analysis, objectives, positioning, and product and market analysis affect planning, forecasting and overall marketing strategy.
  4. Explain the process of marketing research and its influences on marketing strategy.
  5. Apply market segmentation, describe its relationship to selecting a target market, and discuss its effect on the success of the marketing plan.
  6. Explain the purchase decision process and influences that affect consumer behavior.
  7. Discuss and explain how logistics, marketing channels, and supply chain management create utility.
  8. Discuss pricing strategy as it relates to markets, segments, and profitability.
  9. Explain the correlation between marketing metrics and customer relationship management in providing feedback to identify gaps in meeting marketing objectives.
  10. 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
  • Customer service

 
Course Addendum - Syllabus (Click to expand)