BU302 Principles of Marketing (3 cr.)

This course addresses the role of marketing in organizations.  It examines the fundamental marketing mix elements of product, price, placement, and promotion that comprise organizational marketing strategies. It further explores how the marketing mix elements are strategically implemented to create and deliver products, services, or ideas to consumers.

Upon completion of this course, students are expected to be able to do the following:

1. Identify the basic marketing mix elements of product, pricing, placement, and promotion.
2. Explain how organizations coordinate the marketing mix elements as part of their strategic marketing initiatives in the context of various environmental situations.
3. Recognize the various theoretical perspectives on consumer buying behavior as a means for better meeting the needs and wants of target customers.
4. Review the basic approaches and uses of marketing research as a means for understanding consumer and business buying practices.
5. Demonstrate how market segmentation, product positioning and target marketing are used to enhance organizational success.
6. Appraise the ethical issues facing contemporary marketing efforts.
7. Evaluate the various elements that make up the marketing function, and propose a strategic marketing approach that is aligned with organizational goals.