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Contents

BMGT-130 Principles of Marketing

Students will learn the introductory principles of marketing - research, segmentation, targeting, product/service attributes, pricing, distribution, and promotion. Strategies will be explored to create an effective marketing plan for an organization. The course is kept current by students' exposure to guest speakers and case analyses. Some written and oral reports will be required from these activities.

Credits

3

Prerequisite

BMGT-100

Hours Weekly

3 hours weekly

Course Objectives

  1. 1. Trace the development of marketing strategies and analyze the current marketing environment,
    distinguishing between the internal and external environment.
  2. 2. Relate the importance of planning and market research to the marketing process.
  3. 3. Compare and contrast a consumer market with an organizational market.
  4. 4. Describe and analyze the elements incorporated into product strategy.
  5. 5. Discuss the objectives of a pricing strategy.
  6. 6. Identify various distribution strategies.
  7. 7. Describe and analyze various types of promotion including advertising, sales promotion, personal selling
    and publicity.
  8. 8. Analyze current promotions as to their impact and effectiveness.
  9. 9. Analyze a marketing strategy for an existing company.
  10. 10. Distinguish between international and domestic marketing strategies.

Course Objectives

  1. 1. Trace the development of marketing strategies and analyze the current marketing environment,
    distinguishing between the internal and external environment.
  2. 2. Relate the importance of planning and market research to the marketing process.
  3. 3. Compare and contrast a consumer market with an organizational market.
  4. 4. Describe and analyze the elements incorporated into product strategy.
  5. 5. Discuss the objectives of a pricing strategy.
  6. 6. Identify various distribution strategies.
  7. 7. Describe and analyze various types of promotion including advertising, sales promotion, personal selling
    and publicity.
  8. 8. Analyze current promotions as to their impact and effectiveness.
  9. 9. Analyze a marketing strategy for an existing company.
  10. 10. Distinguish between international and domestic marketing strategies.