Introduces basic marketing principles and concepts. Emphasis is placed on the development of marketing strategy and the major components of the marketing mix (product, price, promotion, and distribution). Reviews the critical environmental factors of markets, domestic and international, and customer behavior characteristics that affect marketing operations. Highlights the integration of marketing with other functions in a business organization.
Pride, W. M., & Ferrel, O. C. (2013). Foundations of marketing (5th ed.). Mason, OH: South-Western Cengage Learning.
A comprehensive list of supplemental resources is located at the end of the course guide.
COURSE LEARNING OUTCOMES
1. Identify the key concepts of marketing and its function in society.
2. Explain the fundamentals of marketing, including product, price, distribution, and promotion in a global environment.
3. Determine the marketing planning process, market segmentation, and the development of the key elements of a marketing strategy.
4. Identify ethical issues involved in marketing.
5. Understand customer relationship management.
6. Determine the elements of marketing research.
7. Determine the factors affecting the behavior of consumers and commercial / organizational buyers.
8. Understand the key elements of business marketing, including product, price, distribution, and promotion.
9. Identify the key factors in establishing price.
10. Describe logistics and marketing distribution channels.
11. Describe the major elements of the retail environment.
12. Explain the considerations of a promotional mix.
13. Determine the roles of integrated marketing communications, advertising, and public relations in marketing.
14. Explain the key components of consumer and business sales promotion.
15. Use technology and information resources to research issues in marketing.
16. Write clearly and concisely about marketing using proper writing mechanics.
WEEKLY COURSE SCHEDULE
The standard requirement for a 4.5 credit hour course is for students to spend 13.5 hours in weekly work. This includes preparation, activities, and evaluation regardless of delivery mode.
Preparation, Activities, and Evaluation
Chapter 1: Customer-Driven Strategic Marketing
Evaluation Scavenger Hunt Quiz
Chapter 2: Planning Marketing Strategies
Chapter 3: The Marketing Environment, Social Responsibility, and Ethics
Quiz 1: Chapter 1
Chapter 4: Marketing Research and Information Systems
Chapter 5: Target Market Segmentation and Evaluation
Quiz 2: Chapters 2 and 3
Chapter 6: Consumer Buying Behavior
Chapter 7: Business Markets and Buying Behavior
Journal 1 Assignment: Marketing Plan Parts A and B Video, located in the online course shell
Journal 1: Marketing Plan Part A: Executive Summary and Part B: Targeting Customers
Note: For Assignment 1: Marketing Plan Part E: Final Marketing Plan in Week 10, you must complete the Marketing Plan Template with all sections answered, information organized with relevant content, and any updated information and materials, references in APA format, and visual aid (graphs, charts, pictures, tables, logos, etc.) included. The marketing plan should be professionally prepared, use business language and images, and adhere to academic standards. You are recommended to transfer all of your journals into the Marketing Plan Template. The journals are organized to align with the Marketing Plan Template to allow easy transfer of relevant information. The Marketing Plan Template should also include any updates based on faculty feedback or course materials.