Marketing Fundamentals

The course explores how for-profit and non-profit organizations create, identify value, communicate and deliver products and services using traditional and digital methods. Topics include the marketing mix (product, price, promotion, distribution), segmentation and targeting research, strategy and planning, customer behavior and ethics in marketing.  Additional activities include explaining the role of marketing in society, identifying environmental issues and factors that affect marketing activities, and describing the role of marketing research in developing marketing strategies. 

UPON COMPLETION OF THE COURSE, THE STUDENT WILL BE COMPETENT IN:

• Explaining the role of marketing in our economy and society.
• Identifying the environmental issues and factors affecting a company’s marketing activities.
• Describing how cultural, social, and psychological factors influence consumer decision-making processes.
• Discussing how demand estimates for products and services are derived.
• Assessing marketing opportunities and problems.
• Explaining how firms segment markets and select target markets.
• Describing the new product planning process.
• Discussing the relationship between a product’s life cycle stage and the strategies used to promote, price, and distribute the product.
• Explaining how firms establish prices for goods and services.
• Understanding the factors affecting a company’s distribution strategy.
• Describing how promotional programs can effectively integrate advertising, personal selling, sales promotion, and publicity.
• Discussing the impact of the Internet and the World Wide Web on marketing strategies.
• Evaluating company marketing strategies.
• Describing the role of marketing research in developing marketing strategies.
• Identifying ethical issues in the practice of marketing.
• Examine the role of artificial intelligence in marketing practice.

ACQUIRED SKILLS

• Strategic Thinking 
• Consumer Insights
• Ethical Decision-Making