The study of marketing theories and tools to capitalize on buyer behavior through the contexts of Business to Consumer and Business to Business. Elements of the marketing mix (product, place, price, promotion) will be introduced and integrated into a larger marketing conceptual understanding. Analysis of marketing data to recognize ideal market segments, sales predictions and market share will be conducted.
Today, managers in all departments of all organizations, whether they are for-profit or non-profit, must understand the importance of focusing on the customers or constituents being served and on serving them well. This course introduces the student to the major aspects of the marketing process and environment with the emphasis on providing a practical understanding of how they work and how they can be managed to optimize the organization's goals.
Textbook readings and lecture presentations
Course Requirements Checklist
After reading the Course Syllabus and Student Expectations, the student will then complete the related checklist found in the Course Overview.
Discussions are collaborative learning experiences. Therefore, the student will participate in four Discussions. Each Discussion will consist of a (report) Discussion posted by the student addressing the assignment prompt using at least 350 words (not including the required references to support the student’s position) and include at least 2 scholarly citations. The student will also reply to two other students’ Discussions within the Discussion Area. Each reply must be at least 250 words and include at least 1 scholarly citation.
Marketing Plan Assignments (4)
The student will develop an introduction plan and marketing strategy of a new product (or service) from a Fortune 500 company of their choosing. The product concept must be new, not available on the market today, and not an incidental change to an existing product. After obtaining the instructor’s approval of the concept, the student will prepare a marketing plan to introduce the new product. Any deviations from the assignment instructions must be brought to the instructor’s attention before beginning work on the first module: week with no exceptions.
The following assignments are part of the Marketing Plan Assignment:
Marketing Plan: Company Analysis Assignment
Marketing Plan: Situation Analysis Assignment
Marketing Plan: Marketing Strategies Analysis Assignment
Marketing Plan: Final Plan Assignment
Each quiz will cover the Learn material for the assigned module: week. Each quiz will be open-book/open-notes, contain 30 multiple-choice and true/false questions, and have a 45-minute time limit.