MKTG 2050 - Principles of Marketing
Hours/Week: Lecture None Lab None
Course Description: In a consumer-driven marketplace, the successful conception, pricing, promotion, and distribution of products and services depends on scanning the competitive environment; analyzing the constraints affecting marketing decision making; and identifying profitable, effective marketing strategies and tactics. This course provides the foundation for more specialized courses in business and marketing.
Recommendation: CAPL 1010 and BMGT 1020 . Course placement into college-level English and Reading OR completion of ENGL 0950 with a grade of C or higher OR completion of RDNG 0940 with a grade of C or higher and qualifying English Placement Exam OR completion of RDNG 0950 with a grade of C or higher and ENGL 0090 with a grade of C or higher OR completion of ESOL 0051 with a grade of C or higher and ESOL 0052 with a grade of C or higher.
- Role of markeing
- Strategic marketing process
- Environmental scanning and SWOT analysis
- Branding and brand identity
- The marketing environment -ethics and social responsibility
- Global marketing
- Consumer behavior and decision making
- Relationship marketing
- Business marketing
- Market segmentation, targeting, and positioning
- Marketing research, decision-support systems forecasting
- Product concepts, development and management, packaging
- Service and nonprofit marketing
- Marketing channels, supply chain management, and retailing
- Integrated Marketing Communications (IMC), advertising, public relations, personal selling, sales management, and sales promotion
- Social media marketing
- Pricing concepts and strategies
At the end of this course students will be able to:
- discuss the basic elements in developing a global marketing mix strategy.
- explain the impact of demographics, values, attitudes and lifestyles on consumer purchase decisions.
- discuss the elements of strategic marketing planning.
- explain the processes and factors influencing the targeting of the marketplace.
- describe the decision-making processes of individual consumers and organizations.
- discuss the external marketing environments that impact a firm.
- discuss how ethical and social responsibility issues affect marketing decisions and impact consumers.
- scan the marketing environment for internal, external, and competitive elements that influence marketing outcomes and impact an organization.
- identify product concepts and strategies used to create value in the marketplace.
- identify channel and supply chain management concepts to deliver value to all channel members.
- identify marketing communication concepts that effectively promote products, services, and ideas.
- identify pricing concepts and techniques that capture value.
- apply marketing concepts to real world situations
Competency 1 (1-6)
Competency 2 (7-10)
Courses and Registration
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