Marketing

The course presents skills necessary for achieving a competitive advantage in both manufacturing and service industries. Topics include organizational design, customer service, setting strategic goals, and managing foods and services to both employees and customers.

UPON COMPLETION OF THE COURSE, THE STUDENT WILL BE COMPETENT IN:

• Explaining the role of marketing in our economy and society.
• Identifying the environmental issues and factors affecting a company’s marketing activities.
• Describing how cultural, social and psychological factors influence consumer decision-making processes.
• Discussing how demand estimates for products and services are derived.
• Assessing marketing opportunities and problems.
• Explaining how firms segment markets and select target markets.
• Describing the new product planning process.
• Discussing the relationship between a product’s life cycle stage and the strategies used to promote, price, and distribute the product.
• Explaining how firms establish process for goods and services.
• Understanding the factors affecting a company’s distribution strategy.
• Describing how promotional programs can effectively integrate advertising, personal selling, sales promotion, and publicity.
• Discussing the impact of the Internet and the World Wide Web on marketing strategies.
• Evaluating company marketing strategies.
• Describing the role of marketing research in developing marketing strategies.
• Identifying ethical issues in the practice of marketing.