Principles of Marketing

Abstract:

In this course, the student will learn about the entire marketing process and examine the range of marketing decisions that an organization must make in order to sell its products and services. The student will also learn how to think like a marketer, discovering that the focus of marketing has always been on the customer. The student will begin to intuitively ask: what does the customer need? What does the customer want? Who is this customer? The student will also explore the various ways in which marketing departments and independent agencies answer these questionsŃwhether through research, analysis, or even trial-and-error. Once a company identifies its customer and product, marketers must then determine the best way to capture the customer's attention. Upon successful completion of this course, the student will be able to: Define marketing and explain its function in society; Explain the difference between marketing, advertising, and sales; Analyze marketing concepts including 4Ps, 5Cs, and STP Strategy; Explain Business to Business (B2B) versus Business to Consumer (B2C) marketing strategies; Describe the process of market research; Explain product strategy including the concept of the product life cycle, product positioning, and pricing; Describe the concept of pricing; Define competition and explain competitive analysis; Explain PEST Analysis; Analyze the process of distribution and explain marketing channels; Identify key elements of product promotions. (Business Administration 203).

Subject:

Business

Grade Level:

Post-secondary

Collection:

Saylor Foundation