|CLASS CODE:||B 341||CREDITS: 3|
|DIVISION:||BUSINESS & COMMUNICATION|
|GENERAL EDUCATION:||This course does not fulfill a General Education requirement.|
|DESCRIPTION:||Part of the junior core for business majors. Designed to provide students with a comprehensive introduction to marketing principles.|
|TAUGHT:||Winter, Summer, Fall|
|CONTENT AND TOPICS:||Includes the use of quantitative tools in the areas of market research, sales analysis, pricing and marketing cost analysis. Principles are applied to small and large firms, domestic and international companies, and consumer or industrial products or services.
Topics include consumer behavior, market segmentation, pricing, product strategy, promotion strategy, and distribution strategy.
|GOALS AND OBJECTIVES:||Understand the marketing concept and the role of marketing in society and in the firm.
Understand the various factors that influence decision-making including the marketing environment.
Know how to choose a target market and understand customer behavior and how it affects marketing decisions.
Be conversant in the "language of marketing" used by practicing marketing managers.
Understand the major decision areas under marketing's responsibility and the basic interrelationships of the decision areas.
Be perpared for the ethical dilemmas that typically face marketers in today's business world.
Apply critical thinking and analytical skills using both qualitative and quantitative tools in analyzing customers, competition, pricing, and marketing strength and weakness.
Learn skills of problem solving, project management, teamwork, and communication.
|REQUIREMENTS:||Objective test, team project, individual exercises, case exam, group case exam.|
|PREREQUISITES:||Successful completion of the Pre-Business Core (B 101, B 220, B 275, IS 140, Econ 111, Econ 112, Acct 201, Acct 202, and Math 221)or instructor approval.|
|EFFECTIVE DATE:||August 2001|