MKTG 340

ESSENTIALS OF MARKETING

A. Catalog Entry

MKTG 340. Essentials of Marketing.(3)

Three hours lecture.

Semesters offered: Fall, Spring, and Summer.

An overview of the discipline of marketing, the evolution of

the marketing concept, and the interface of marketing with

other major organizational functions. The functions and

institutions of marketing are related to the controllable

variables of product, price, distribution, and promotion.

Emphasis is on adapting to uncontrollable domestic and

international environments by adjusting the controllable

variables of the marketing mix.

A business core requirement.

B. Detailed Description of Content of the Course

An overview of the discipline of marketing, the evolution of

the marketing concept, and the interface of marketing with

other major organizational functions. The functions and

institutions of marketing are related to the controllable

variables of product, price, distribution, and promotion.

Emphasis is on adapting to uncontrollable domestic and

international environments by adjusting the controllable

variables of the marketing mix.

C. Detailed Description of Conduct of the Course

In this course we will discuss the role of marketing within

society, as well as within the firm. The course stresses the

interaction between the marketing mix, the consumer's wants

and needs and the economic, social and legal environments in

which modern consumer-oriented marketing exists.

Each student will be expected to master the fundamental

concepts of marketing that are presented in the book. In

class we will build upon these basic concepts and then apply

these concepts to actual problems.

D. Goals and Objectives of the Course

At the conclusion of the course, the student will be able to:

(1) build an awareness of the dynamic marketing

function and its role in the business environment.

(2) foster an understanding of how organizations adapt

creatively to uncontrollable mix.

(3) incorporate the concepts of marketing segmentation,

target marketing, buyer behavior and marketing management

in both domestic and global terms.

E. Assessment Measures

The student's success in this course is based on the

performance on three tests, three case assignments, attendance

and the final exam.

F. Other Course Information

None

G. Review and Approval

DATE ACTION APPROVED BY

09-20-01 Reviewed and Melvin R. Mattson, Chair Curriculum Committee