Objectives- Primary Objectives: At the end of the semester, students should be able to:
Identify, define, and examine the process of developing the four elements of the marketing mix, (product, promotion, price, and placement) and explain how marketing managers use these elements to gain competitive advantage within a socially responsible
and ethical environment.
Explain market segmentation and targeting in order to understand how marketing affects the success of the firm, how marketing interacts with other functional areas, and how marketing shapes and is shaped by modern society.
Name the three aspects of the marketing concept and be able to recognize the importance of customer needs and wants as the foundation for marketing decision-making.
Secondary Objectives: At the end of the semester, students should be able to:
Name the four stages of the product life cycle and explain how the marketing mix is affected in each stage.
To apply the processes and techniques used in marketing decision-making as it relates to successful implementation of an organization’s marketing strategy.
To analyze the strengths, weaknesses, opportunities, and threats of organizations’ marketing strategies for developing products, pricing products, distributing products, and promoting products.
Explain the importance of branding to marketing; name at least three benefits of branding to the marketer and three benefits to the consumer.
Understand the consumer buying behavior process and describe and provide specific examples of each stage in the process.
Explain the concept of integrated marketing communications and why it is important to successful marketing.
Understand and explain the differences between advertising, public relations, promotion, personal selling, and direct marketing.
To understand the dynamics of marketing in the global environment.
