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2019-2020 Catalog 
    
2019-2020 Catalog [ARCHIVED CATALOG]

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BUS 104 - Principles of Marketing


Credits: 3
3 Lecture Hours

Description
A study of the process of planning and executing the conception, pricing, distribution, and promotion of products that will fulfill consumer needs and wants and satisfy the goals of the individual organization.
Learning Outcomes
Upon successful completion of the course, the student will:

  1. Define and explain the role of marketing in the economy.
  2. Define and explain the role of marketing in the individual organization.
  3. Identify the interrelationship of the components of a marketing strategy, including the target market, the 4 P's and the marketing environments.
  4. Identify external business environments and analyze their impact on marketing strategies.
  5. Recognize and apply key decisions necessary for designing all components of a successful marketing strategy.
  6. Demonstrate the ability to segment markets.
  7. List and apply consumer behavior principles in order to successfully target market segments.
  8. Recognize valid marketing research tools for gathering data and information about markets.
  9. Compare and contrast business-to-business marketing with ultimate consumer marketing.
  10. Express ethical positions in marketing management positions.
  11. Demonstrate awareness of the global nature of today's marketing environment.
Listed Topics
  1. Fundamental Marketing Concepts
  2. Marketing's Role in the Economy
  3. Components of a Marketing Strategy
  4. Business Environment's Influence on Marketing
  5. Consumer Behavior
  6. Marketing Research
  7. Business to Business Marketing
Reference Materials
Current textbook.
Supplementary materials such as study guides, videos, handouts, library resources.
Approved By: Sutin, Stewart Date Approved: 02/25/2005


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