MKTG 340: Principles of Marketing
Credit Hours: (3)
Examines the marketing principles, concepts, and practices used by organizations to create value, enhance satisfaction, and manage customer relationships. The course emphasizes how to develop, position, price, distribute, communicate, and promote an organization’s offerings to selected target markets in a dynamic global environment, A business core requirement.
Detailed Description of Content of the Course
This course examines how real-world organizations direct their marketing activities to serve their target customers effectively, competitively, ethically, socially responsibly, and profitably. Major topics covered in this course include:
• Market segmentation, targeting and positioning
• New product development
• Product and brand management
• Channels of distribution, logistics and supply chain management
• Marketing communication and promotion
• Scanning the marketing environment
• Ethics and social responsibility
• Buyer behavior
• Global consumers and markets
• Marketing research
Detailed Description of Conduct of the Course
Instructional approaches used in this course include lecture, discussions, and experiential activities. Other strategies that may be employed include projects, case study, guest lecturers, and multimedia applications,
Goals and Objectives of the Course
At the conclusion of the course, students will:
1) Identify the marketing function and its important role in a dynamic global environment.
2) Recognize 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) Describe such key concepts as situation analysis, customer value, market segmentation, target marketing, marketing mix, product differentiation, and brand loyalty.
4) Recognize the role of innovation in the development of new products/services and/or systems.
5) Recognize the bases for ethical and socially responsible decision making.
6) Compare multiple global cultural perspectives and their role in marketing strategy.
Students’ grades in this course will be based on examinations, participation in class discussions, experiential exercises or other projects as assigned.
Other Course Information
Review and Approval
April 18, 2016
April 13, 2012 Revised
March 20, 2012 Revised
11-04-2011, reviewed, revised and approved by the Department of Marketing faculty
12-01-2006, reviewed and approved by the Dept. of Marketing faculty