Marketing

Course Description

This course involves an integrated analysis of the role of marketing within the total organization. Specific attention is given to the analysis of factors affecting consumer behavior, the identification of marketing variables, the development and use of marketing strategies, and the discussion of international marketing issues.

Topics and Objectives

Marketing Fundamentals

• Define marketing.
• Explain the importance of marketing in organizational success.
• Describe the elements of the marketing mix.
• Explain the importance of the marketing mix in the development of marketing strategy and tactics.
• Create a marketing plan.
• Identify quantifiable elements that can be used to evaluate, monitor and control marketing effectiveness.

Marketing Research

• Justify the importance of marketing research in the development of marketing strategy and tactics.
• Analyze the importance of competitive intelligence and analysis in marketing.
• Identify various segmentation criteria that impact target market selection.
• Describe the various types of organizational buyers and consumers and the factors that influence their purchasing decisions.

Marketing Strategy: Product and Price

• Describe the relationship between differentiation and positioning of products or services.
• Analyze the impact of the product life cycle on marketing.
• Identify the appropriate price strategy that should be used in the development of the strategic marketing plan.

Marketing Strategy: Place and Promotion

• Analyze the impact of channel management decisions on marketing.
• Select appropriate distribution channels.
• Identify the appropriate place and promotional strategy that should be used in the development of the strategic marketing plan.

The Dynamic Environment of Marketing

• Identify environmental factors that affect both global and domestic marketing decisions.
• Explain the impact of technology on marketing.
• Analyze the importance of social responsibility and ethics in marketing.