COURSE DESCRIPTION: Introduction to the marketing mix functions and process. Includes Identification of consumer and organizational needs and explanation of environmental issues.

END OF COURSE OUTCOMES: Identify the marketing mix components in relation to market segmentation; explain the environmental factors which influence consumer and organizational decision-making processes; and outline a marketing plan.

CIP Code Description: 52.1401 (Marketing/Marketing Management, General)

COURSE RATIONALE: The purpose of this course is to prepare the student to identify the marketing mix components in relation to market segmentation, explain the economic, psychological, sociological, and global factors, which influence consumer and organizational decision-making processes; and interpret market research data to forecast industry trends and meet customer demands. This course will help students develop the understanding and skills necessary to become successful marketers. This course integrates the IMC approach and places an emphasis on decision-making. Seven perspectives of marketing: global, relationship, ethics, customer value, productivity, technology, and entrepreneurship, is included in this course.  Principles of Marketing is not just about textbook learning: it challenges students to use their critical/creative skills in all aspects of Marketing, not just those covered in this course.

COURSE CATALOG DESCRIPTION: MRKG 1311 PRINCIPLES OF MARKETING (005).  Introduction to basic marketing functions; identification of consumer and organizational needs; explanation of economic, psychological, sociological, and global issues; and description and analysis of the importance of marketing research. Skills: R (MKT 1013)

Credit Hours: 3
Classroom Contact Hours Per Week: 3
Lab Hours: 0

PREREQUISITES: N/A
 

Chapter 1 Creating Customer Relationships

Chapter 2 Developing Successful Organizational Strategies

Chapter 3 Scanning the Marketing Environment

Chapter 4 Ethical & Social Responsibility

Chapter 5 Understanding Consumer Behavior

Chapter 6 Understanding Organizations as Customers

Chapter 7 Understanding & reaching Global Consumers

Chapter 8 Marketing Research

Chapter 9 Market Segmentation

Chapter 10 Developing New Products & Services

Chapter 11 Managing Successful Products, Services, Brands

Chapter 12 Services Marketing

Chapter 13 Building the Price Foundation

Chapter 14 Arriving at the Final Price

Chapter 15 Managing Marketing Channels & Supply Chain

Chapter 16 Retailing and Wholesaling

Chapter 17 Implementing Interactive & Multichannel Marketing

Chapter 18 Integrated Marketing Communications

Chapter 19 Advertising, Sales Promotion & PR

Chapter 20 Using Social Media and Mobile Marketing

Chapter 21 Personal Selling & Sales Management

Chapter 22 Pulling it All Together

COURSE OUTLINE: Please note that schedule changes may occur during the semester.  Any changes will be posted as a Blackboard Announcement.

 Marketing Plan Assignment: Students will work throughout the semester on a comprehensive marketing plan which they will present at the end of the semester.

• Discussions: Students will discuss a topic provided by the instructor. Students have the option of attending a virtual discussion or using the online discussion board.
• Exams: Each exam will be taken remotely (using RespondusLockDown Monitor). Exams will consist of 50 multiple-choice questions on topics from the textbook. A webcam is required for remote exams. Chromebooks and Microsoft “S” mode will not support the exam software.
• Chapter Assignments. Completed in McGraw Hill Connect.
• Extra Credit: Submit (in Blackboard) a summary of a self-sourced, relatable marketing article with a 1-page summary.

1. Identify how marketing is related to other business functions and its importance to the success of the business entity.

2. Describe the importance of consumer behavior as it relates to buying behavior.

3. Identify, analyze, and use sources of marketing research information.

4. Identify, understand, and apply basic marketing concepts to solving marketing challenges.

5. Describe good marketing practices and techniques and how to apply them.

6. Develop a sound Integrated Marketing Communications plan.