MKTG215 Principles of Marketing
Department of Business, Innovation, and Legal Studies: Marketing
- I. Course Number and Title
- MKTG215 Principles of Marketing
- II. Number of Credits
- 3 credits
- III. Number of Instructional Minutes
- 2250
- IV. Prerequisites
- MGMT100 (C or better) or MGMT110 (C or better) or Permission of the Department of Business, Innovation, and Legal Studies.
- Corequisites
- None
- V. Other Pertinent Information
- None
- VI. Catalog Course Description
- This course examines the major elements in the marketing mix, including product planning, pricing, channel and logistics of dispersion, and promotion. It reviews consumer demand, as well as principles, functions, and the basic problems and opportunities that exist in the world of marketing.
- VII. Required Course Content and Direction
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Course Learning Goals
Students will:
- define marketing and the marketing concepts including the marketing mix, promotional mix, and related utilities;
- analyze factors in marketing's external environment;
- explain the importance of market research and related analytics;
- evaluate the factors affecting consumer behavior;
- define consumer and business markets, their segmentation, channel alternatives, new product development and the product life cycle;
- describe ethical and social responsibility issues related to marketing; and
- explain how trends, global perspectives, and changing technologies impact marketing efforts.
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Planned Sequence of Topics and/or Learning Activities
The following topics are presented:
- strategic planning process
- the environment of marketing
- global marketing considerations
- ethics and social responsibility
- consumer decision-making process
- business-to-business marketing
- target marketing and market segmentation
- marketing research
- developing and managing products
- nonprofit organization marketing
- customer value and customer satisfaction
- physical distribution and distribution channels
- supply chain
- promotion, advertising, personal selling, and public relations
- pricing products and pricing policies
- Digital marketing
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Assessment Methods for Course Learning Goals
Course learning goals are assessed using a variety of quizzes, tests, projects, and performance-based tasks, as specified by the area faculty and described in the individual instructor's course syllabus. -
Reference, Resource, or Learning Materials to be used by Student:
Text(s) as selected by the full-time Management/Marketing Area faculty.
Students use educational resources as specified in the individual instructor's syllabus.
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Review/Approval Date -5/04; Revised 11/2011; New Core 8/2015; Revised 10/22/2018