BUS 3201: Principles of Marketing


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.


  1. Discuss the importance of determining value proposition of the consumer.
  2. Describe behaviors in marketing that impact social responsibility.
  3. Describe the impact that changes in the external business environment have on an organization.
  4. Explain how the marketing mix is used to reach the target market.
  5. Describe the process of market segmentation leading to the identification of the target market.
  6. Explain the importance of positioning as it relates to brand strategy leading to brand equity.
  7. Examine pricing strategies utilized in an organization.
  8. Examine distribution channels and the significance of supply chain management from the standpoint of marketing.
  9. Discuss the significance of supply chain and logistics management in marketing.
  10. Compare and contrast various factors that influence promotional strategies.




Essentials of marketing: A marketing strategy planning approach (Rev: 14)

Publisher: McGraw-Hill Education (2015)
Author: Perreault, Jr., W. D., Cannon, J. P., & McCarthy, E. J.
ISBN: 9780077861049
Price: $142.35

* 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