Bus 2201 Principles Of Marketing

BUS 2201 PRINCIPLES OF MARKETING

Course Description:

This course provides an introduction to the field of marketing with the intent to develop a general understanding and appreciation of the factors and methods involved in marketing a variety of goods and services. Topics include consumer needs, segmentation, target marketing, positioning, pricing, distributing and promoting goods and services. Emphasis is placed on the integration of marketing principles into an organized approach for decision-making.

Required Textbook and Materials:

The main required textbooks for this course are listed below, and can be readily accessed using the provided links. There may be additional required/recommended readings, supplemental materials, or other resources and websites necessary for lessons; these will be provided for you in the course’s General Information and Forums area, and throughout the term via the weekly course Unit areas and the Learning Guides.

Tanner, J. & Raymond, M.A. (2015). Principles of Marketing. University of Minnesota Open Textbook Library. Licensed under a Creative Commons by-nc-sa. Read online at: https://open.umn.edu/opentextbooks/BookDetail.aspx?bookId=50
.

Additionally, students may find the CEO Express website of value for completing their written assignments and for accessing information:

Software Requirements/Installation

If you have your own computer, it is recommended that you download and install the OpenOffice Suite. It may be accessed via http://www.openoffice.org/. If you are accessing the Internet from a shared computer (for instance, a computer at a library or Internet cafe), please use Google Docs instead. You may sign up for a free Google account at http://docs.google.com. All written assignments may be completed using one of these two free resources.

Learning Objectives and Outcomes:

By the end of this course students will be able to:

1. Demonstrate the ability to identify and intelligently discuss the role of marketing in the global economy, society and the individualized organization.
2. Explain consumer and business buying behaviors and the challenges of marketing in a consumer-oriented society.
3. Understand the components of the marketing mix, the marketing concept, segmenting, targeting and positioning, integrated marketing communication strategies.
4. Demonstrate how to manage marketing and communication efforts in order to promote the continued growth of the individualized organization.

Course Schedule and Topics

This course will cover the following topics in eight learning sessions, with one Unit per week. The Final Exam will take place during Week/Unit 9

Unit 1 Week 1- Introduction to the Course
Unit 2 Week 2- Strategy and Planning
Unit 3 Week 3- Consumer and Business Buying Behaviour
Unit 4 Week 4- Creating Developing and Managing Offerings
Unit 5 Week 5- Segmenting, Targeting, Positioning, Advertising and Integrated Marketing Communications
Unit 6 Week 6- Marketing Channels and the Supply Chain as a Means of Creating Value for Customers
Unit 7 Week 7- Public Relations, Sales Promotion and Professional Selling
Unit 8 Week 8- Customer Satisfaction, Loyalty, Empowerment and Price
Unit 9 Week 9- Course Summary, Review and Final Examination