Catalog Course Description

This course is an introduction to the complex marketing process, its functions, institutions and activities. Students complete a comprehensive survey of the marketing mix, consumer behavior, channels of distribution, marketing methods, policies, and organization.

Course Learning Outcomes

Upon completion of this course, students will be able to:

1. Define and recognize the core marketing concepts and basic marketing terminology (the “language” of marketing).
2. Explain how various environmental factors – social, technological, competitive, economic and legal affect marketing decision making processes and outcomes.
3. Explain what marketing research is and does and how marketing information systems can be used to aid marketers in linking large amounts of marketing information into meaningful marketing actions.
4. Describe what market segmentation is, when to use it, list the steps or processes involved in market segmentation and understand how to segment a market according to different dimensions.
5. Demonstrate/explain the process of developing a market strategy, by choosing a target market and marketing mix.