MKTG 340
PRINCIPLES OF MARKETING

  1. Catalog Entry

MKTG 340. Principles of Marketing
Three hours lecture (3).

Prerequisite: Junior standing

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 marketing variables. A business core requirement.

  1. Detailed Description of Content of the Course

The course contains 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 marketing variables.

  1. Detailed Description of Conduct of the Course

The primary instructional methods used in this course are lectures, discussions of carefully selected videotapes and up-to-date reading materials, guest speakers and written reports. This course follows an applied approach and examines how real-world organizations direct their marketing activities to serve their target customers effectively, competitively, ethically, socially responsibly, and profitably.

  1. Goals and Objectives of the Course

At the conclusion of the course, the student will:
(1) Understand the dynamic marketing function and its important role in a free enterprise system
(2) Understand how organizations succeed by creatively adapting the controllable marketing factors (product, price, promotion and place) to the continuously changing marketing environment (social, economic, technological, competitive and regulatory forces)
(3) Be able to apply such key concepts as situation analysis, customer value, market segmentation, target marketing, marketing mix, product differentiation, and brand loyalty in both domestic and foreign markets

  1. Assessment Measures

The student's success in this course is based on the performance on exams, home assignments or applied exercises, class preparation, consistent attendance, and class participation.

  1. Other Course Information

None

  1. Review and Approval

DATE ACTION APPROVED BY
12-01-2006, reviewed and approved by the Dept. of Marketing faculty