Consortium for International Studies | Evaluated Learning Experience
Introduction to Marketing BUS 104
September 2018 - Present.
Upon successful completion of this course, students will be able to: define marketing and the marketing environment; understand different variables of the marketing mix and implement marketing strategies; describe the development of a marketing plan; define the four dimensions of social responsibility and how they can be incorporated into strategic planning; define marketing research and its importance to decision makers; describe a segment, target, positioning (STP) analysis; explain how situational, psychological, and social influences may affect the consumer buying decision process; describe the buying center, stages of the business buying decision process, and the factors that affect this process; define international marketing and the differences in an international marketing approach; describe different types of digital media and how they can be used for marketing; explain the different types of pricing strategies; describe foundations and strategic issues in marketing channels, including leadership, cooperation, and conflict; define integrated marketing communications; describe the different tools of public relations and how public relations is used and evaluated; and describe personal selling and the seven basic steps in the process.
This 15-week course provides an overview of basic marketing concepts, including audience research and the variety of ways a product can be offered to the consumer. Strategic planning involving segmenting, targeting, and positioning of a product is introduced, along with the specific concepts and principles involved in the four key components of the marketing plan - product, price, distribution, and promotion strategies. Digital and international marketing concepts are also discussed.
In the lower division baccalaureate/associate degree category, 3 semester hours in Marketing, Communications, Business, or Media Arts (8/18) (9/23 revalidation).