BUS 3201

Description

Introduction to the functions of marketing, building on the influence of social, economic, ethical, legal, and technological forces on marketing activities, and marketing in a socially responsible way around the globe. Features real-world examples that show concepts in action and how marketers address today’s marketing challenges.

Objectives

  1. Describe market segmentation, and analyze approaches to positioning a new product in the market.
  2. Differentiate between the concepts of product line, product mix, goods, and services, and classify business goods into categories.
  3. Explore the factors influencing a successful branding strategy, and compare pricing strategies while performing calculations related to determining pricing for a product.
  4. Describe how social forces, culture, technology, competition, and economic forces impact marketing.
  5. Examine marketing channels and retailing and the significance of supply chain and logistics management in marketing.
  6. Differentiate between ethical and legal behavior in marketing and describe how it impacts social responsibility.
  7. Describe the marketing mix, and differentiate between the concepts of a marketing plan, marketing strategy, and process.
  8. Examine the promotional mix and the communication process in marketing, and compare and contrast a variety of advertising and direct marketing strategies.
  9. Define the marketing process and how market factors and consumers impact marketing.
  10. Describe the stages of the purchase decision-making process, and examine how psychology and sociocultural influences impact consumers.

PreRequisites

None

Textbook(s)

Essentials of marketing (Rev: 12)

Publisher: McGraw-Hill/Irwin (2010)
Author: Perreault, Jr., W. D., Cannon, J. P., & McCarthy, E. J.
ISBN: 9780073404813
Price: $104.00

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact Student Services at students@waldorf.edu