The major thrust of this course is to help you understand the basics of marketing, both as a management tool and as a force in society. The course gives coverage to the dynamic world of business organization, from the sole proprietorship (entrepreneur) to the corporation. Through discussion, case studies, and the Internet, students explore the fundamentals of management, marketing, human resources, finance, and business in the global environment. Particular foci are given to the fundamentals of management, marketing, finance, and business in the worldwide context, with particular attention to the issues involved in entrepreneurship, franchising and formulating a business.
or any 3 credit hours MATH. LIBR 150 may be taken concurrently.
After successfully completing the course, the learner will be able to:
- Understand the role of the marketing function within a firm.
- Describe the distinction between for-profit and non-profit marketing, channel intermediaries and channel conflict and technology, measurement, relationship and material integration.
- Distinguish the unique characteristics affecting consumer behavior, and apply some of the specific cultural, social, personal, and psychological factors that influence consumers in promotional initiatives.
- Describe key market segmentation and targeting strategies.
- Identify the elements of the marketing mix (4P’s) and common strategies used with each tool.
- Recommend and justify an appropriate mix of the 4P’s to create a cohesive marketing strategy for a new product.
- Identify and relate key trends impacting consumers and the practice of marketing to established theory.