MRKT 233 - Principles of Marketing

3 Credit: (3 lecture, 0 lab, 0 clinical) 3 Contact Hours: [Reading Level 3  and Writing Level 3 ]

1. Explain pricing strategies.
2. Identify pricing strategies suited for a firm’s marketing priority, product life cycle, and/or competition.

Goal 2:  Describe Promotion Mix.

1. Evaluate promotion strategies.
2. Compare advertising and promotion.
3. Compare public relations and publicity.
4. Contrast push and pull strategies.

​Goal 3:  Examine the Product Mix.

1. Define products.
2. Differentiate between products and services.
3. Describe the new product process.
4. Diagram the product life cycle.

Goal 4:  Describe Place Mix.

1. Define logistics.
2. Explain the concept of place/distribution.
3. Explain intermediary’s functions.
4. Explain consumer touch points.

Goal 5:  Demonstrate the creation of a marketing plan.

1. Explain the strategic marketing process.
2. Define the marketing plan.
3. Implement a SWOT analysis.
4. Implement appropriate marketing attack strategies.

Goal 6:  Explain why employing ethical conduct is important in marketing.

1. Differentiate between ethics and laws.
2. Describe the importance of using ethical behavior.
3. Explain the Consumer Bill of Rights.
4. Define a code of ethics.
5. Define whistle-blowers.

Goal 7:  Analyze why understanding consumer behavior is essential in marketing.

1. Define consumer behavior.
2. Describe the consumer purchase decision process.
3. Define motivation.
4. Explain perceived risk.
5. Define brand loyalty.

Goal 8:  Compare methods of obtaining information used in marketing.

1. Define marketing research.
2. Implement the steps of marketing research.
3. Differentiate between primary and secondary data.
4. Explain observational data.
5. Define questionnaire data.
6. Identify problems in wording questions.

Goal 9:  Compare different ways to segment consumer markets.

1. Define target markets.
2. Define market segmentation.
3. Identify the steps of market segmentation.
4. Distinguish between demographic, lifestyle, and psychographic segmentation.
5. Identify product positioning.
6. Define product differentiation.

Goal 10:  Explain the role of marketing communication in enhancing customer service.

1. Explain why good communication is needed to retain customers.
2. Identify appropriate uses of different communication mediums used in the marketing process.
3. Define customer service and its role in marketing.
4. Develop a marketing customer service plan.
5. Examine management’s role in supporting internal and external customers.
6. Explain the importance of understanding consumer needs.
7. Demonstrate questioning techniques designed to identify customer needs.
8. Identify the steps in the sales process.
9. Understand communication strategies suited for various customer situations.